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This exciting book is extremely student – friendly, has an applied focus, is modern in approach and has been written in simple language and cogent presentation basically for the students of MBA, PGDM, B.Tech, BBA, M.Com and other Post Graduation students of Indian Universities and B-schools. This book is a humble attempt at delineating and explaining all segments of advanced approach to marketing management, which is multi- disciplinary, comprehensive and integrated course. The purpose of this textbook is to provide management students, professionals, and executives with the most current, comprehensive and state-of-the-art analysis.
Contents of the Book
Part One: Introduction to Marketing Management • Marketing Mix • Marketing Environment • Marketing Research and MKIS • Consumer Behaviour • Marketing Segmentation • Marketing Organisation • Advertising, Sales Promotion and Public Relations • Product Management • Pricing • Distribution Management • Personal Selling and Sales Force Management • Branding and Packaging. Part Two: Service Marketing • Retail Marketing • Green Marketing • eMarketing • International Business • Marketing Strategy and Leadership • CRM in Marketing • Social Marketing.ISBN-97808174734334
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