About the BookThe economic liberalization and globalization, initiated a few decades ago, has played a key role in bringing drastic transformation in business scenario in India. There has been a paradigm shift in the role played by top managers to keep their business rolling smoothly. Now the CEO’s are under pressure from different quarters due to an increase in dynamism brought in the business environment as a result of transition from market place to market space, introduction of new policies like putting an end to the licensing raj, and occurrences like increasing global competition and overseas mergers and acquisitions.
The existing and prospective managers are required to think strategically by carefully analyzing the business environment, both external and internal, while extrapolating the trends before taking crucial decisions. The students of B-Schools, who are well-versed with the concepts of marketing, must be capable of conceptualizing business problems from all dimensions, and competent in taking strategic decisions which may lead to the success of the organization.
The book Strategic Marketing Management: Text and Cases has been written keeping in view the needs of Indian B-Schools covering courses like M.B.A., P.G.D.M. and M.Com.
There is a special coverage of Indian cases at the end of theoretical framework to sharpen the analytical and diagnostic skills of the students and enable them to initiate meaningful classroom discussion. Various models and theories have been explained with examples from appropriate Indian corporate scenario. It will be highly useful to the students and teachers of Marketing Management.About the Author/sProf. (Dr.) S.L. Gupta is Professor at Birla Institute of Technology. He has over two decades’ experience in academic field and corporate sector. He also served as a Professor at Maharaja Surajmal Institute (affiliated with Guru Gobind Singh Indraprastha University, New Delhi), and prior to this he was a Senior Faculty Member at DPC Institute of Management (formerly known as Institute of Management Science and Productivity Research). He has written more than 10 books on various aspects of Management and has vast experience in the field of Marketing Management. An MBA from Centre for Management Development, Modinagar, Dr. Gupta has been conducting training programmes on Management for many years.