PART 1. OVERVIEW OF STRATEGIC MARKETING Chapter 1. Strategic Marketing Management: An Overview; Syed Saad Andaleeb Chapter 2. Strategic Planning and Marketing Models; Khandoker Mahmudur Rahman PART 2. ANALYZING MARKETING OPPORTUNITIES Chapter 3. The Marketing Environment; Lau Geok Theng Chapter 4. Marketing Research; Syed Saad Andaleeb and Khalid Hasan Case: Fraudulent Field Survey, AI and Data Collection; Khalid Hasan Case: Qualitative and Visual Consumer Insights in Asian Markets; Russell Belk Chapter 5. Consumer Behavior; Syed Saad Andaleeb and Shiraz Latiff Case: Diva - The Rural Sri Lankan Laundry 'Queen'; Shiraz Latiff Chapter 6.
Market Segmentation, Targeting and Positioning; Syed Saad Andaleeb Case: Square Toiletries Ltd. & Senora: Overcoming Personal Hygiene Challenges; Syed Saad Andaleeb PART 3. UNDERSTANDING THE MARKETING MIX Chapter 7. Product Decisions; Murali Manohar Bhupathi Case: Bajaj Scooter - The Commoners' Bike; Murali Manohar Bhupathi Chapter 8. New Product Development; Ehsan ul Haque Case: Procter and Gamble, Pakistan: The Ariel Launch; Ehsan ul Haque Chapter 9. Branding and Brand Management; Bushan D Sudhakar Case: Garuda Indonesia: Building a Brand; Hermawan Kartajaya, Jacob Silas Mussry, Iwan Setiawan, and Syed Saad Andaleeb Chapter 10. Packaging; Khandoker Mahmudur Rahman Chapter 11. Services Marketing; Syed Saad Andaleeb Case: Targeting Outreach Programs in Myanmar: Services Marketing To Female Sex Workers; Han Win Htat, Laura C Hall, Robert P Gray, Khin Swe Swe, and Than Naing Oo Chapter 12.
Pricing Strategy; Rajesh C. Jampala Case: Sri Lankan Biscuit Industry's Pricing Quagmire; Ajith Medis and Sugeeth Patabendige Chapter 13. Integrated Marketing Channels; Saroj Kumar Datta and Shamindra Nath Sanyal Chapter 14. Integrated Marketing Communications; Murali Manohar Bhupathi Case: The Aditya Birla Group (ABG), India; Murali Manohar Bhupathi Chapter 15. Sales Force Management; J Clement Sudhahar PART 4. MARKETING FOR 21ST CENTURY AND BEYOND Chapter 16. Digital Marketing; Faisal Wali, Shafiqur Rahman, and Sweta Thakur Chapter 17. Rural Marketing; Andy Bhanot Chapter 18.
Social Marketing; Khalid Hasan.