Saxena, Rajan <br/><br/>
Marketing Management 

 -  5th 
 - Chennai  McGraw Hill Education (India) Pvt. Ltd.  2018; c2016 
 - 816 
<br/><br/> 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.<br/><br/> <br/><br/>This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data. The focus of the new edition is more on the ‘Innovations in Marketing‘ which are imperative for an emerging market like India. The text very well captures the marketing initiatives, practices and successes of Indian companies both in the domestic and more recently, in the global markets.<br/><br/> <br/><br/>In this edition, some of the relevant chapters have been retained in original form, and significant changes have been made in many others to make them contemporary with new data, research inputs and concepts.<br/><br/> <br/><br/>The book has been structured in the following six sections:  The Marketing Environment, Assembling the Marketing Toolbox, Creating of Customer Value, Communication and Deliverance of Customer Value, Creating Sustainable Competitive Value and Growth, and Broadening Horizons.<br/><br/>  
<br/><br/>Contents<br/>1.    Marketing Management Today<br/><br/>Part 1: The Marketing Environment<br/><br/>2.     The Customer<br/><br/>3.    The Competition<br/><br/>Part 2: Assembling the Marketing Toolbox<br/><br/>4.     Marketing Planning<br/><br/>5.     Marketing Research and Information Systems<br/><br/>6.     Consumer Behaviour<br/><br/>7.     Organizational Buying Behaviour<br/><br/>8.     Segmenting and Targeting<br/><br/>9.    Market Measurement and Demand Forecasting<br/><br/>Part 3 : Creating of Customer Value<br/><br/>10.    Product Management<br/><br/>11.    New Product Decisions<br/><br/>12.    Brand Management and Decisions<br/><br/>13.    Customer Service<br/><br/>14.    Pricing Decisions<br/><br/>Part 4: Communication and Deliverance of Customer Value<br/><br/>15.    Integrated Marketing Communications<br/><br/>16.    Advertising Management<br/><br/>17.    Sales Promotion and Public Relations<br/><br/>18.    Managing the Sales Function<br/><br/>19.    Managing the Distribution Function<br/><br/>20.    Retail Management <br/><br/>21.    Direct Marketing<br/><br/>Part 5: Creating Sustainable Competitive Value and Growth<br/><br/>22.    Marketing Strategy<br/><br/>23.    Customer Relationship Management<br/><br/>24.    Marketing Performance and Control<br/><br/>25.    Marketing Organization<br/><br/>Part 6: Broadening Horizons<br/><br/>26.    Global Marketing<br/><br/>27.    Services Marketing<br/><br/>28.   Rural Marketing<br/><br/>Cases 
<br/><br/><label>ISBN: </label>978-93-392-2330-4 
<br/><br/><label>Publisher. No.: </label> Allied Informatics, Jaipur 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Entrepreneurship
<br/><br/><label>Dewey Class. No.: </label>658.8  / SAX