Marketing Management by Rajan Saxena Book-9789339223304
  • Marketing Management by Rajan Saxena Book-9789339223304

Marketing Management

₹925.00
Book Title: Marketing Management
Author: Rajan Saxena
ISBN-13: 9789339223304
Publication: McGraw Hill Education
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Overview of Marketing Management Book

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 Section 7 Cases Case 1 Nano?A Dream Car F or The Poor Case 2 Jaago Re! One Billion People Case 3 Fabindia?Fabric of India Case 4 Staying Hearty and Healthy?The Saffola Way Endnotes References Bibliography Author Index Company Index Subject Index

  • Book Type :

Business & Finance

Book Binding :

Paperback

Language :

English

Number of Pages :

852 pages

ISBN - 10 :

9339223306

Marketing Management Published On :

1-Sep-15

Resource:

Textbooks, Business & Finance for Students and Professionals

Disclaimer:

  • Marketing Management Book is not for reading online or for free download in PDF or eBook format.
  • Table of Contents,Index,Syllabus,summary and image of Marketing Management book may be of a different edition or of the same title.
  • Price can change due to reprinting, price change by publisher or sourcing cost change for imported books.
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2017-10-08
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Marketing Management

Book Title: Marketing Management
Author: Rajan Saxena
ISBN-13: 9789339223304
Publication: McGraw Hill Education

Write your review