Read Marketing Management

Marketing Management

Arun Kumar & Rachana Sharma

4.9/5 (14221 ratings)

Description:ABOUT THE BOOKMarketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.SALIENT FEATURESHIGHLIGHTSCOMPREHENSIVE TEXTWill serve as a core textbook for marketing in management studies.Extensive coverage of specialization papers such as services marketing, brand management, business marketing, consumer behavior, international marketing; and emerging domains in marketing such as innovations, retail management, rural marketing, non-profit organizations and internet marketing. These chapters can be used as stand alone textbooks.The text is prescriptive rather than descriptive.BEST PRACTICESResearched, implemented, result-driven applications drawn from leading companies across diverse industries throughout the world.These practices, describing the whys, hows and results thereof of a company’s actions, will enhance learning.Marketers can adopt these practices to elevate individual and organizational performance.CORPORATE INSIGHTS161 illustrations of implementation of marketing concepts by well-known Indian companies and brands.Latest moves of companies and brands as they cope with competition and environment.CASE STUDIESIllustrative comprehensive Indian cases covering a spectrum of topics.PARTING IDEAThe main points to be remembered about the chapter, much can be gathered about a topic by merely reading these.QUESTIONS FOR DELIBERATIONSFor readers to ponder about various aspects of the marketing concept dealt with in the chapter. These questions are meant to challenge existing paradigms.CONTENTSIntroducing the marketer…and his marketingSection Foundations of MarketingChapter 1: Fundamentals of Marketing.Chapter 2: Marketing Research.Chapter 3: Marketing Environment.Chapter 4: Consumer Behavior.Section Selection of MarketsChapter 5: Segmentation and Targeting.Chapter 6: Positioning.Section Product DecisionsChapter 7: Product Management.Chapter 8: Brand Management.Chapter 9: Management of Innovations.Section Pricing DecisionsChapter 10: Pricing strategy.Section Distribution DecisionsChapter 11: Distribution.Chapter 12: Retailing.Section Communication DecisionsChapter 13: Integrated Marketing Communication.Chapter 14: Advertising Management.Section Impact of Competition on StrategyChapter 15: Competitive Marketing Strategy.Section Reaching Consumers DirectlyChapter 16: Direct Marketing.Chapter 17: Internet Marketing.Chapter 18: Personal Selling and Sales Management.Section Analyzing MarketsChapter 19: Business Marketing.Chapter 20: Marketing of Services.Chapter 21: International Marketing.Chapter 22: Marketing for Non-profit Organizations.Chapter 23: Rural Marketing.Section Case StudiesCase Study 1: Dr. Reddy’s Labs -- The making of an Indian multinational.Case Study 2: Dabur India Limited -- Restructuring the product portfolio.Case Study 3: Air Deccan -- Implementing the low cost model in India.Case Study 4: Eureka Forbes Ltd -- Reorganizing the sales force.Case Study 5: Scorpio -- Developing a world-class product for the Indian market.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Marketing Management. To get started finding Marketing Management, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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ISBN: 8171567274

Description: ABOUT THE BOOKMarketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.SALIENT FEATURESHIGHLIGHTSCOMPREHENSIVE TEXTWill serve as a core textbook for marketing in management studies.Extensive coverage of specialization papers such as services marketing, brand management, business marketing, consumer behavior, international marketing; and emerging domains in marketing such as innovations, retail management, rural marketing, non-profit organizations and internet marketing. These chapters can be used as stand alone textbooks.The text is prescriptive rather than descriptive.BEST PRACTICESResearched, implemented, result-driven applications drawn from leading companies across diverse industries throughout the world.These practices, describing the whys, hows and results thereof of a company’s actions, will enhance learning.Marketers can adopt these practices to elevate individual and organizational performance.CORPORATE INSIGHTS161 illustrations of implementation of marketing concepts by well-known Indian companies and brands.Latest moves of companies and brands as they cope with competition and environment.CASE STUDIESIllustrative comprehensive Indian cases covering a spectrum of topics.PARTING IDEAThe main points to be remembered about the chapter, much can be gathered about a topic by merely reading these.QUESTIONS FOR DELIBERATIONSFor readers to ponder about various aspects of the marketing concept dealt with in the chapter. These questions are meant to challenge existing paradigms.CONTENTSIntroducing the marketer…and his marketingSection Foundations of MarketingChapter 1: Fundamentals of Marketing.Chapter 2: Marketing Research.Chapter 3: Marketing Environment.Chapter 4: Consumer Behavior.Section Selection of MarketsChapter 5: Segmentation and Targeting.Chapter 6: Positioning.Section Product DecisionsChapter 7: Product Management.Chapter 8: Brand Management.Chapter 9: Management of Innovations.Section Pricing DecisionsChapter 10: Pricing strategy.Section Distribution DecisionsChapter 11: Distribution.Chapter 12: Retailing.Section Communication DecisionsChapter 13: Integrated Marketing Communication.Chapter 14: Advertising Management.Section Impact of Competition on StrategyChapter 15: Competitive Marketing Strategy.Section Reaching Consumers DirectlyChapter 16: Direct Marketing.Chapter 17: Internet Marketing.Chapter 18: Personal Selling and Sales Management.Section Analyzing MarketsChapter 19: Business Marketing.Chapter 20: Marketing of Services.Chapter 21: International Marketing.Chapter 22: Marketing for Non-profit Organizations.Chapter 23: Rural Marketing.Section Case StudiesCase Study 1: Dr. Reddy’s Labs -- The making of an Indian multinational.Case Study 2: Dabur India Limited -- Restructuring the product portfolio.Case Study 3: Air Deccan -- Implementing the low cost model in India.Case Study 4: Eureka Forbes Ltd -- Reorganizing the sales force.Case Study 5: Scorpio -- Developing a world-class product for the Indian market.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Marketing Management. To get started finding Marketing Management, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Marketing Management

Marketing Management

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