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Mukund, A. (Ed.)

Marketing management (Vol.1) edited by A. Mukund and Sanjib Dutta. - Hyderabad : ICFAI, 2003. - 177 p.

Table of Contents:
Chapter 1. Amul- diversification strategy
Chapter 2. Amway- Indian network marketing experience
Chapter 3. Baron- rewriting Indian consumer electronics goods marketing
Chapter 4. Benetton- the advertising campaign story
Chapter 5. Bisleri- marketing strategy
Chapter 6. BPCL- petrol pump retail revolution
Chapter 7. Britannia-the makeover
Chapter 8. Cielo- a car in trouble
Chapter 9. Coke-pepsi-The cola wars
Chapter 10. Frooti-the Digen Verma campaign
Chapter 11. Godrej fairglow- fairness wars
Chapter 12. Kellogg's-the Indian experience
Chapter 13. Maruti- speedbreakers galore
Chapter 14. McDonald's- fast food fables
Chapter 15. Nirma- marketing strategy
Chapter 16. 'Onida candy'- marketing strategy
Chapter 17. Pizza hut- pizza wars
Chapter 18. Siyaram- the celebrity endorsement story
Chapter 19. Tanishq- the turnaround story
Chapter 20. Tasty bite- the turnaround story

ISBN: 8178810077

Subjects--Topical Terms:
Marketing.

Dewey Class. No.: 658.8 / MUK/MAR