Marketing management
Saxena, Rajan
Marketing management - 5 - Chennai McGraw-Hill Education (India) Private Ltd 2016 - xxxiv, 816 p. Paper
1. Marketing Management Today
Part 1: The Marketing Environment
2. The Customer
3. The Competition
Part 2: Assembling the Marketing Toolbox
4. Marketing Planning
5. Marketing Research and Information Systems
6. Consumer Behaviour
7. Organizational Buying Behaviour
8. Segmenting and Targeting
9. Market Measurement and Demand Forecasting
Part 3 : Creating of Customer Value
10. Product Management
11. New Product Decisions
12. Brand Management and Decisions
13. Customer Service
14. Pricing Decisions
Part 4: Communication and Deliverance of Customer Value
15. Integrated Marketing Communications
16. Advertising Management
17. Sales Promotion and Public Relations
18. Managing the Sales Function
19. Managing the Distribution Function
20. Retail Management
21. Direct Marketing
Part 5: Creating Sustainable Competitive Value and Growth
22. Marketing Strategy
23. Customer Relationship Management
24. Marketing Performance and Control
25. Marketing Organization
Part 6: Broadening Horizons
26. Global Marketing
27. Services Marketing
28. Rural Marketing
Cases
This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts, with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context.
This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data. The focus of the new edition is more on the ‘Innovations in Marketing‘ which are imperative for an emerging market like India. The text very well captures the marketing initiatives, practices and successes of Indian companies both in the domestic and more recently, in the global markets.
In this edition, some of the relevant chapters have been retained in original form, and significant changes have been made in many others to make them contemporary with new data, research inputs and concepts.
The book has been structured in the following six sections: The Marketing Environment, Assembling the Marketing Toolbox, Creating of Customer Value, Communication and Deliverance of Customer Value, Creating Sustainable Competitive Value and Growth, and Broadening Horizons.
978-93-392-2330-4
Marketing Management --India
658.8/Sax
Marketing management - 5 - Chennai McGraw-Hill Education (India) Private Ltd 2016 - xxxiv, 816 p. Paper
1. Marketing Management Today
Part 1: The Marketing Environment
2. The Customer
3. The Competition
Part 2: Assembling the Marketing Toolbox
4. Marketing Planning
5. Marketing Research and Information Systems
6. Consumer Behaviour
7. Organizational Buying Behaviour
8. Segmenting and Targeting
9. Market Measurement and Demand Forecasting
Part 3 : Creating of Customer Value
10. Product Management
11. New Product Decisions
12. Brand Management and Decisions
13. Customer Service
14. Pricing Decisions
Part 4: Communication and Deliverance of Customer Value
15. Integrated Marketing Communications
16. Advertising Management
17. Sales Promotion and Public Relations
18. Managing the Sales Function
19. Managing the Distribution Function
20. Retail Management
21. Direct Marketing
Part 5: Creating Sustainable Competitive Value and Growth
22. Marketing Strategy
23. Customer Relationship Management
24. Marketing Performance and Control
25. Marketing Organization
Part 6: Broadening Horizons
26. Global Marketing
27. Services Marketing
28. Rural Marketing
Cases
This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts, with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context.
This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data. The focus of the new edition is more on the ‘Innovations in Marketing‘ which are imperative for an emerging market like India. The text very well captures the marketing initiatives, practices and successes of Indian companies both in the domestic and more recently, in the global markets.
In this edition, some of the relevant chapters have been retained in original form, and significant changes have been made in many others to make them contemporary with new data, research inputs and concepts.
The book has been structured in the following six sections: The Marketing Environment, Assembling the Marketing Toolbox, Creating of Customer Value, Communication and Deliverance of Customer Value, Creating Sustainable Competitive Value and Growth, and Broadening Horizons.
978-93-392-2330-4
Marketing Management --India
658.8/Sax