CONTENTS:- Section I: Marketing Policies and Practices; 1. Rural Marketing in Garhwal Hills: Need for a Selective Approach; 2. Tourism Marketing: Advertising and Publicity; 3. Role of PSIEC in Promotion of Products of SSI Units; 4. Marketing Strategies for Indian Rural Markets; 5. Market-Oriented Farming; 6. Strategic Marketing of Industrial Products in Nigeria: Emerging Trends; 7. Agricultural Marketing Strategies in the changing Global Business Scenario; 8. Personal Selling Strategies of Tourism Services; 9. Marketing Strategies of Ghanian Companies; 10. Tapping International Markets; 11. Problems of Marketing of Medicinal Plants; Section II: Marketing of Services, Products and Buyer Behaviour; 12. The Environmental Buyer Behaviuor Model; 13. Inter-group Conflict in the Purchasing Decision-Making Process; 14. Consumer Dissatisfaction and Compaints and Users of Durable and non-durable Products; 15. Perception of Customer as to the Service Provided by UPFC in Garhwal Region; 16. After Sales Services by a Car Manufacturing Company; 17. Post-Purchase Behaviour of Bajaj Scooter Customers; 18. Need of Consumer Education for Indian Consumers; 19. Incident-based Measurement of Patient's Satisfaction/Dissatisfaction; 20. Recent Trends in Marketing of Banking Services; 21. Health Care Marketing (A Study of Maternity Care Services through Marketing Approach); 22. Recent Trends in Sales Promotion in the Emerging Global Business Scenario.
DESCRIPTION
Globalisation and Liberalisation is gaining growing attention as a strategy for survival, competition and growth. The limitations of national markets, the diversity and unevenness of resource endowments of different nations, complexity of technological developments, differences in the levels of development and demand patterns, differences in production costs and efficiencies, technological revolution in communication and other fields etc., mandate globalisation. The concept of marketing is a dynamic concept. It has changed altogether with the passage of time. Such changes have far reaching effects on production and distribution. With the rapid changes in tastes and preference of people, marketing management has to prepare for this challenge. Marketing management has to prepare for this challenge. Marketing as an instrument of measurement, gives scope in understanding the new demand patters and thereby produce and make available the goods accordingly. Marketing is the kingpin that sets the economy revolving. The marketing organization, more scientifically organized, makes the economy strong and stable, the lesser the stress on the marketing function, the weaker will be the economy. This book on Globalisation and Marketing Management contains papers on Marketing Management, practices, policies and emerging trends in global business. This volume will be of great use to all those interested in the study of Marketing Management practices and policies.
