TY  - BOOK
AU  - Mukund, A. (Ed.)
AU  - Dutta, Sanjib (Ed.)
TI  - Marketing management (Vol.1)
SN  - 8178810077
U1  - 658.8  
PY  - 2003///
CY  - Hyderabad
PB  - ICFAI
KW  - Marketing
N1  - 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
ER  -