Marketing Management

Formulating the proposition of this book was as challenging as writing its contents. There is very little conceptual awareness in the Indian context, with several marketing executives having little exposure to marketing. Besides, there are several thousands of students in several universities who are engaged in management education who may find it difficult to relate to foreign textbooks, both in terms of the content and context. Thus, there is a vital need for a marketing book that can be used both by executives and students as a reference book. This book is a combination of the basic classic concepts of marketing and the emerging concepts has been presented, with specific emphasis on the Indian marketing scenario.

1. Introduction to Market and Marketing

2. Market Segmentation, Targeting and Positioning

3. Consumer and Buyer Behaviour

4. Customer Satisfaction

5. Marketing Management

6. Marketing Environment

7. Marketing Mix

8. Products and Services Strategy

9. Product Pricing

10. Marketing Channel and Physical Distribution

11. Retailing and Wholesaling

12. Integrated Marketing Communications Strategy

13. Promotion Tools

14. Marketing Information Systems (MIS) and Marketing Research

15. Customer Relationship Management (CRM)

16. Recemt Trends in Marketing