Part One: The Marketing Environment
1. Marketing Management Today
2. The Customer
3. The Competition

Part Two: Assembling the Marketing Toolbox
4. Marketing Planning
5. Marketing Research and Information Systems
6. Consumer Behaviour
7. Organisational Buying Behaviour
8. Segmenting and Targeting
9. Market Metrics and Demand Forecasting

Part Three: Delivering Customer Value
10. Product Management
11. New Product Decisions
12. Brand Decisions
13. Pricing Decisions
14. Integrated Marketing Communications
15. Advertising Management
16. Sales Promotion
17. Personal Selling
18. Managing the Sales Force
19. Managing the Distribution Function
20. Retail Management
21. Direct Marketing

Part Four: Creating Competitive Advantage
22. Marketing Strategy
23. Customer Relationship Management
24. Marketing Organisation
25. Marketing Performance and Control

Part Five: Current Issues
26. Global Marketing
27. Customer Service
28. Service Marketing
29. Rural Marketing
30. Green Marketing

Part Six: Cases
1. Nano ? A Dream Car for the Poor
2. Sunsilk Gang of Girls: Hindustan Lever Limited?s Online Social Networking Initiative
3. Jago Re! One Billion People
4. Fabindia ? Fabric of India
5. Natural Ice cream
6. Western India Limited
7. HLL Juggernaut ? The Dilemma of Growth
8. Service Standardisation
9. L?Oreal ? Building a Global Cosmetic Brand
10. Amway?s Indian Network Marketing Experience

This edition on the well known text book on Marketing Management lives upto the promises of its earlier editions. Additionally, factoring in the market downturn of 2008-2009, it focuses on innovations required in product, processes and systems for effective marketing in difficult times for the customer as well as the marketer.

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