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Marketing Management

By: Material type: TextTextPublication details: McGraw Hill Education (India) Private Limited 2016 New DelhiEdition: 5th edDescription: 816pISBN:
  • 9789339223304
Subject(s): DDC classification:
  • 658.8 SAX
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Item type Current library Item location Collection Call number Status Date due Barcode Item holds
Book Book NIMA Knowledge Centre 6th Floor Reading Zone General 658.8 SAX (Browse shelf(Opens below)) Available M0033524
Total holds: 0

1. Marketing Management Today

Part I: The Marketing Environment
2. The Customer
3. The Competition

Part II: 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 III: Creating of Customer Value
10. Product Management
11. New Product Decisions
12. Brand Management and Decisions
13. Customer Service
14. Pricing Decisions

Part IV: 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 V: Creating Sustainable Competitive Value and Growth
22. Marketing Strategy
23. Customer Relationship Management
24. Marketing Performance and Control
25. Marketing Organization

Part VI: Broadening Horizons
26. Global Marketing
27. Services Marketing
28. Rural Marketing

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