Marketing Management – Text & Cases

This contemporary and comprehensive textbook, now in its second edition, has its emphasis on emerging areas and new trends in marketing, Indian examples and cases. The book is designed to cover 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 and marketing trends.

Author(s): Chandrasekar K S

Chapter 1 – Marketing Management—An Introduction
Chapter 2 – Marketing 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 – Digital Marketing
Chapter 17 – Telecom Marketing
Chapter 18 – Entrepreneurial Marketing
Chapter 19 – Case Studies

1. Presents modern concepts on core marketing in the Indian context.
2. Includes coverage of topics such as Innovative Marketing, Green Marketing and Social Marketing.
3. Provides concise and clear treatment of topics on Services marketing, Consumer Behaviour and Rural marketing.
4. Additional insight and information on topics like Competition Analysis, Online Marketing Trends, New Product Development and Management and Marketing in a Global Environment.
5. New chapter on Marketing Strategy.
6. 18 case studies on various topics.
7. End-of-chapter exercises, learning objectives, perceptual mapping, pictorial representations and boxed highlights.

ISBN : 9788182095748
Price : 495.00
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  • Published: 03 September 2019
  • Edition: 2
  • ISBN: 9788182095748
  • Availability: In Stock
  • Pages: 698