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ISBN 10: 9339223306
ISBN 13: 9789339223304
Author: Rajan Saxena
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.
Salient Features
- Emphasis on ‘Innovations in Marketing' through examples and cases.
- Numerous new examples, data, research inputs and concepts introduced.
- Outcome-based pedagogy with Learning Objectives and content tagged with LO. Chapter 1 Marketing Management Today
Section 1 The Marketing Environment
Chapter 2 The Customer
Chapter 3 The Competition
Section 2 Assembling the Marketing Toolbox
Chapter 4 Marketing Planning
Chapter 5 Marketing Research and Information Systems
Chapter 6 Consumer Behaviour
Chapter 7 Organisational Buying Behaviour
Chapter 8 Segmenting and Targeting
Chapter 9 Market Measurement and Demand Forecasting
Section 3 Creating of Cust omer Value
Chapter 10 Product Management
Chapter 11 New Product Decisions
Chapter 12 Brand Management and Decisions
Chapter 13 Customer Service
Chapter 14 Pricing Decisions
Section 4 Communication and Deliverance of Customer Value
Chapter 15 Integrated Marketing Communications
Chapter 16 Advertising Management
Chapter 17 Sales Promotion and Public R elations
Chapter 18 Managing the Sales Function
Chapter 19 Managing the Distribution Function
Chapter 20 Retail Management
Chapter 21 Direct Marketing
Section 5 Creating Sustainable Competitive Value and Growth
Chapter 22 Marketing Strategy
Chapter 23 Customer Relationship Management
Chapter 24 Marketing Organization
Chapter 25 Marketing Performance and Control
Section 6 Broadening Horizons
Chapter 26 Global Marketing
Chapter 27 Service Marketing
Chapter 28 Rural Marketing
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Tags: Rajan Saxena, Marketing, Management
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