TY  - BOOK
AU  - Saxena, Rajan
TI  - Marketing Management
SN  - 9789339223304
U1  - 658.8 
PY  - 2016///
CY  - New Delhi
PB  - McGraw Hill Education (India) Private Limited
KW  - Marketing - Management
N1  - 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
ER  -