Discusses Indian retail industry facts, retailer types, service levels, non-store retailing, corporate retail organizations, retailer marketing decisions, wholesaling functions, and logistics planning decisions.
Covers product definitions, product levels, customer value hierarchy, product classification for consumer and industrial goods, differentiation strategies, and product life cycle stages with marketing implications.
Explains marketing communications fundamentals, communication mix elements, communication process model, steps in developing effective communications, message design, and personal vs nonpersonal channels.
Introduces marketing channels, push vs pull strategies, hybrid channels, buyer categories, channel functions and flows, channel levels, designing marketing channel systems, and channel integration.
Explores competitive forces, Porter’s Five Forces, competitor analysis, competitive strategies for market leaders, brand equity fundamentals, brand positioning, and product life cycle marketing strategies.