Prof. P Venugopal's new book - Marketing Management - A Decision-making Approach

Being retailed at SAGE Publications

A contemporary discourse on the rapidly changing environment of the world of marketing, this book provides the mantra to transform short-run sales into long-term marketing growth. Starting with the basics of marketing, it takes the reader on a smooth journey to understand various strategies of correct 'decision-making' in the market. In doing that, it provides an in-depth analysis of how to build a sustainable customer base in the ever-growing competitiveness and dynamism of the Indian marketing arena.

The author defines marketing to include all activities associated with identifying the needs of the target customers and making them 'want' the product. Thus, the book redefines the need hierarchy, allowing marketers to look at their technical product as more than one marketing product, and develop a marketing product concept.

Table of Contents

1: UNDERSTANDING THE BASICS: Needs, Wants and Need Hierarchy
Marketing Product
2: UNDERSTANDING THE MARKET: Marketing Environment
SWOT Analysis
Purchase Process
Competitive Advantage: Building Entry Barriers
3: THE DECISION MAKING: Segmenting and Targeting
Positioning / Marketing Planning Process

This is Prof. Venugopal's THIRD book release for SAGE after
1. Sales and Distribution Management, Response - An Indian Perspective
2. Managing your Sales Force - A Motivational Approach


From XLRI Jamshedpur - News and Latest Updates
Prof P Venugopal is a Post Graduate and Fellow in Management from the Indian Institute of Management, Ahmedabad, is currently the Dean (Academics) and Professor (Marketing) at XLRI, Jamshedpur. He has been a Marketing faculty at XLRI, Jamshedpur, since 1994. He was the Dean (Academics), XLRI during 2004-2010. Prior to his stint at XLRI, Prof. Venugopal held managerial positions for 10 years in the marketing divisions of two agribusiness companies.

Professor Venugopal has authored four books, including “Marketing Channel Management: A Customer Centric Approach” and “Input Management, The State of the Indian Farmer: A Millennium study”, and has also been involved as a consultant with several projects for both the profit and non-profit sectors.

XLer's Social Venture Products @ The Red Bean, Hyderabad (Aug 12-17)

Folks,

 

one of our '04 batch alumnus, Malavika Sharma, now runs a social venture, RAICO, at Ranchi - which is in rural handicraft sector; RAICO works with 360 rural women, provides them with training and design.

 

RAICO products will be on sale during the Indian Food Festival at THE RED BEAN in Hyderabad as part of their Indian Food festival – 12^th August to 17^th August

 

THE RED BEAN,

Level 3 & 4,

“GACHIBOWLI CENTRAL”,

Vinayak Nagar, Near Subway,

Gachibowli, Hyderabad

 

Product lines (hand embroidered and Zardozi work):

Kurtas – for ladies and gents / Suit pieces / Saris and stoles / T-shirts / Dokra work / Chawoo masks / Jewelry (bead jewelry – shell, wood, glass etc) and lac bangles / Madhubani paintings  and garments etc

 

for a sneak peak to the kind of saris please goto the URL:

http://www.facebook.com/album.php?aid=2070328&id=1102322247&l=459648b888

and for Gents kurtas:

http://www.facebook.com/album.php?aid=2071236&id=1102322247&l=0a04cd8d30

 

RAICO also takes orders – so you can order at the stall or directly send your request to Malavika (malavika_s0 [at] yahoo.com ) 

You can contact Manjesh at +91 9507037903 who would be managing the stall – for more details.

 

ciao

madhukar

Dr Vanita Viswanath @ XLRI

From The Pioneer

‘Innovation important for promotion of woman enterprises’

PNS | Jamshedpur

Vanita Viswanath, the CEO of Udyogini, in an interaction with the students of XLRI on Wednesday said that to make the ventures of the women entrepreneurs sustainable, it is more appropriate to focus on helping the women enterprise groups to systematise and innovate business processes for efficiency and cost-cutting, than on merely increasing the “turnover”.

She also discussed the challenges in developing rural women entrepreneurs. She shared that scale and making the products available in large volumes is a major challenge. The key to overcome this is to create and target intermediate level markets (e.g, markets at block or district levels), rather than markets with large volume buyers.

Low education, illiteracy among the women, and dependence of professionals (who come at a high cost) are some of the other challenges. Viswanath described Udyogini’s initiative in Jharkhand, and specifically talked about the Udyogini School of Entrepreneurship which is being started in Bundu on Jamshedpur-Ranchi highway. The School will be supported by Intel.

After the interaction with the students in the class, Vanita Viswanath, who was accompanied by two of her colleagues from Jharkhand field office, also discussed possible collaboration with the students and faculty of XLRI in terms of research, internship and involvement in the Udyogini School of Entrepreneurship.

Vanita Viswanath also shared Udyogini’s experience with various initiatives such as formation of women’s trade-based enterprise groups in various parts of country, e.g., workingVanita Viswanath is a PhD from University of Texas at Austin (USA), and has worked for more than 20 years in the field of women’s issues and micro-enterprises. Before joining Udyogini has served as consultant and advisor to many international agencies. She was also micro-enterprise consultant with the World Bank in early 1990s. She has also written many books and articles on gender issues in development, micro-enterprises, and poverty alleviation.

Udyogini was founded in 1992, and works to empower poor women in secluded rural areas through helping them to create their own micro-enterprises, provides them with training and capacity building, credit and market-linkages.

At present, Udyogini works in seven States of the country (Rajasthan, Madhya Pradesh, Uttarakhand, Bihar, Jharkhand, Orissa and Assam). Though started recently, its Jharkhand field-office has become the second largest, after Madhya Pradesh.

Udyogini works with a target of 6-8 years support to the rural women who want to become entrepreneurs during which time they must become sustainable ventures, and become entrepreneurs in their own right. It does so by promoting women enterprise groups to achieve scale of produce (e.g., textiles, crafts, agriculture produce, NTFPs, etc.)

Support XLRI Alumnus Relief Work in Leh

Folks,

 

I am writing with an appeal to support the relief work which two of our alumnus - Gargi Banerji (88batch) and Sunil Pillai (87batch) - are doing. Their venture www.Pragya.org has been involved with sustainable development for the indegenous communities in the Himalayan region for more than a decade - and has earned international recognitions for their work.

 

Will be grateful for your support. Mail by L Prabhakar (88PMIR) is pasted below.

 

ciao

madhukar

=========================

 

You must be aware of the pioneering work being done in the Himalayan region and at Leh by PRAGYA (www.pragya.org), a not-for-profit organisation started by Gargi

(XL-88) and Sunil Pillai (XL-87).

 

The on the ground  situation is truly bleak after the recent natural calamity.

 

To give you an idea, a migrant worker camp in Phyang village (one of the places where PRAGYA delivers education and health services) had 250 inmates, of which only 104 have survived. Several villages have been destroyed and many families have lost everything - houses, crops, belongings - and half their members as well.

 

PRAGYA has taken up rescue and relief operations through its field office in Leh. Pragya Leh staff and members from Gurgaon / other offices have put together a volunteer team that is carrying out rescue and evacuation of survivors to hospitals in the area, and supply of essentials (medicines, blankets, food, hygiene kits, etc.). There is enormous work to be done for reconstruction and helping the people of Leh get back on their feet.

 

They could do with additional help from every quarter.

 

Contributions could be in cash and kind. They have a list of relief requirements for the immediate relief (essential supplies)- but those who would want to

contribute in kind would need to check the need status on the day of contribution.

 

Contributions in cash could be be to following account:

Account name: Pragya R

Account no.: 002105000370

Bank: ICICI Bank Ltd.

(The above account is valid only for in-country contributions)

 

The Pragya Leh Relief Team is being coordinated by Nimisha Srivastava (office:

0124-4574518, mobile: 9213136468), and those interested in helping may contact

her.

 

In case, you are not able to get through, please do drop a mail to

Gargi (gargi@pragya.org) or L Prabhakar (prabhakarlinga@yahoo.com)

 

 

Thanks and regards,

 

Prabhakar (XL-88)

Apollo partners with XLRI to conduct management programmes

From Vebtoday.com


Hyderabad, Aug 4 : Apollo Hospitals Group has announced its partnership with XLRI Jamshedpur to conduct management programmes for Apollo’s practicing managers.

Apollo Hospitals Group Executive Director (Operations) Sangita Reddy and XLRI Jamshedpur Director Fr E Abraham S J have signed the MoU yesterday to mark the partnership at Apollo Health City here.

The tie-up is a part of Apollo’s Talent Management Programme that aims to nurture in-house talent.
’’This unique tie-up is a path-breaking initiative to address the need for professionally trained hospital managers, which is being increasingly felt in Indian healthcare,’’ Ms Reddy said.

She said professional training for practicing managers will be an important step to improve standards in managerial and functional areas of healthcare, which in turn will go a long way in boosting operational excellence and care delivery.

According to a CII report, employment in healthcare is expected to increase by at least 2.5 million by 2012, which is indicative of the demand for professionals in this space.

Currently, India has about 400 healthcare managers graduating every year, while the need is for 8,000.