The Practice Of Marketing

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The Practice Of Marketing
This book offers a comprehensive introduction to the methodology and applications of marketing models, starting with building blocks for models. This is followed by the design of measurement instruments for the model and field experiments, and then the art (and science!) of drawing concluding from the field studies. All this is achieved in a cohesive and concise manner, with the overall strategy providing the link between these sections. A 'how-to'book that is not burdened by indecipherable theory, it is also extremely easy to read with short, distinct chapters. In short, a must-read for marketing practitioners who believe there is more to marketing than 'gut feel'!! Shantanu Bhattacharya, Associate Professor of Technology Management
About the Author
Shyamal Ghose has worked with major multinationals, such as Esso, Unilever, Beechum and Reckitt & Coleman, and has been associated with internationally famous brands including Surf, Dettol, Horlicks and Michelin. In 1992, he established Market Modellers Pte Ltd in Singapore, a company that provides marketing science services. He has lectured widely in management schools and training seminars, and is the author and conductor of Brand War, a marketing science training seminar based on a computer-simulation marketing game.
TitleThe Practice Of Marketing
Author NameShyamal Ghose
PublisherRoli Books Pvt. Ltd.
Publication Year2004
Total No. of Pages276
Weight0.3 KGS
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  • Language: English
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