Marketing in the new era : combating competition in a globalizing economy - Panwar, J. S., 1948- (Thousand Oaks, Calif. : Sage Publications, 1997)
1. Introduction -- 2. Marketing Myopia -- 3. Developing New Products -- 4. Managing Brand Equity -- 5. The Positioning Advantage -- 6. Pricing for Results -- 7. Reaching the Customer -- 8. The Direct Hit -- 9. Marketing Events -- 10. The Advertising Edge -- 11. Promoting in the Field -- 12. Relating to the Customer -- 13. Globalization of Brands.
Includes bibliographical references and index.
Keywords: Marketing; Marketing -- India; Competition, International