Marketing Management Text and Cases

This contemporary and comprehensive book has its emphasis on emerging areas and new trends in marketing, Indian examples and cases. The book covers the requirements of a complete course in marketing in the Indian context. It provides a blend of coverage of traditional topics in marketing with a detailed perspective on marketing strategies, new topics and marketing trends.

Author(s): Chandrasekar K S

Chapter 1    Marketing Management- An Introduction
Chapter 2    Market Strategy
Chapter 3    Market Targeting
Chapter 4    Consumer Behaviour and Marketing Research
Chapter 5    Customer Management
Chapter 6    Product and Branding
Chapter 7    Pricing
Chapter 8    Distribution Channels and Supply chain Management
Chapter 9    Marketing Communication
Chapter 10  Services Marketing
Chapter 11  Rural Marketing
Chapter 12  International Marketing
Chapter 13  Innovative Marketing
Chapter 14  Green Marketing
Chapter 15  Social Marketing
Chapter 16  Case Studies
Index

  • Presents modern concepts on core marketing in the Indian context
  • Includes coverage of topics such as Innovative Marketing, Green Marketing and Social Marketing
  • Provides concise and clear treatment of topics on Services marketing, Consumer Behaviour and Rural marketing
  • Additional “insight” and information on topics like Competition Analysis, Online Marketing Trends, New Product Development and Management and Marketing in a Global Environment
  • 18 case studies on various topics
  • New chapter on Marketing Strategy
  • Includes 330 end-of-chapter exercises, learning objectives, perceptual mapping, pictorial representations and boxed highlights.
  • ISBN : 9788182093843
    Price : 395.00
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    • Published: 18 November 2014
    • Edition: 1
    • ISBN: 9788182093843
    • Availability: In Stock
    • Pages: 640

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