Consumer marketing, aimed primarily at the urban middle-classes, has dominated the imagination of marketing strategists in India. However, in the race to capture the consumer sector, some of the crucial and upcoming sectors of the Indian economy, which are gathering considerable momentum after economic liberalization, have escaped a close and rigorous examination.

Beyond Consumer Marketing presents a holistic and comprehensive analysis of some of these emerging sectors of the Indian economy. It begins with an overview of the present marketing situation in various sectors of the Indian economy. J.S. Panwar then provides a detailed, micro-level discussion of a variety of key areas including:

o Rural marketing
o Services marketing
o Non-profit and social marketing
o Time-based competition
o E-commerce in marketing
o Packaging and branding
o Retailing
Consumer rights and environment protection

Replete with examples and numerous cases, this book will be of use to students, practicing managers, academicians and advertising professionals. Its extensive data and insightful analysis makes it an invaluable resource for policy-makers and marketing strategists.