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Title: Cases in Business Marketing
Authors: Paliwal, Pramod
Singh, Ramendra
Yadav, Sudhir
Issue Date: 2013
Publisher: AR-IIMC
Tata McGraw Hill Publishers
Abstract: Cases in Business Marketing aligns with the need of emerging business education. The focus of the cases is on contemporary management thinking and subject-areas that reflect the real business marketing issues. The cases vary in background (such as Natural Gas, Manufacturing, Print Media and ITES) and address a host of emerging issues such as value and its assessment, vendor management, strategic marketing, supplier-buyer relationship, off shoring and cross-functional coordination.
Description: Singh, Ramendra, Dept. of Marketing, IIM Calcutta, Kolkata
Appears in Collections:Marketing

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