000			03075nam a22002297a 4500
999			_c2380 _d2380
003			OSt
005			20190916112652.0
008			190916b ||||| |||| 00| 0 eng d
020			_a978-93-392-2330-4
028			_bAllied Informatics, Jaipur _c6631 _d12/9/2019 _q2019-20
040			_aBSDU _bEnglish _cBSDU
082			_a658.8 _bSAX
100			_aSaxena, Rajan
245			_aMarketing Management
250			_b5th
260			_aChennai _bMcGraw Hill Education (India) Pvt. Ltd. _c2018; c2016
300			_a816
500			_aThis 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. 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. 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. 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.
504			_aContents 1. Marketing Management Today Part 1: The Marketing Environment 2. The Customer 3. The Competition Part 2: Assembling the Marketing Toolbox 4. Marketing Planning 5. Marketing Research and Information Systems 6. Consumer Behaviour 7. Organizational Buying Behaviour 8. Segmenting and Targeting 9. Market Measurement and Demand Forecasting Part 3 : Creating of Customer Value 10. Product Management 11. New Product Decisions 12. Brand Management and Decisions 13. Customer Service 14. Pricing Decisions Part 4: Communication and Deliverance of Customer Value 15. Integrated Marketing Communications 16. Advertising Management 17. Sales Promotion and Public Relations 18. Managing the Sales Function 19. Managing the Distribution Function 20. Retail Management 21. Direct Marketing Part 5: Creating Sustainable Competitive Value and Growth 22. Marketing Strategy 23. Customer Relationship Management 24. Marketing Performance and Control 25. Marketing Organization Part 6: Broadening Horizons 26. Global Marketing 27. Services Marketing 28. Rural Marketing Cases
650			_aEntrepreneurship
942			_2ddc _cBK