The paradox of high income and low expenditure

Reading Room

Focusing on Concepts

Malini Pande

Marketing caselets

Malini Pande’s Focusing on Concepts introduces students to marketing through 30 caselets. She begins with a case on ‘herbal beauty therapy’ to talk about brand and value; then come ‘South Indian Delite’, the case of a highly successful restaurant, and ‘Speed King’, a new mobike. The author deals with varied themes such as the paradox of high income and low expenditure, adapting to change, value-pricing, creativit y and relationship marketing. A section on ‘services marketing’ has Sanjay taking Leena on a dinner date…

More