Fundamentals of Marketing Management

	Title : Fundamentals of Marketing Management Textbook Pages : 260 , Paperback; 210 X 275 mm approx. Price: Rs. 500; Courier charges extra. Available only in INDIA Please allow 5 to 10 days for delivery.
	Title : Fundamentals of Marketing Management Workbook Pages : 92 , Paperback; 210 X 275 mm approx. Price: Rs. 500; Courier charges extra. Available only in INDIA Please allow 5 to 10 days for delivery.

With business environments becoming dynamic and turbulent, organizations are facing a difficult task in attracting and retaining their customers. They need to understand customer behavior and leverage customer information to manage customers profitably. Those who are not able to do this will eventually go out of business.

A business firm markets its products to satisfy customer needs and wants, and in turn, achieve its own goals. Marketing starts with identifying customer needs and wants and ends with satisfying them through a coordinated set of activities. An understanding of this fact gives rise to the marketing concept. The marketing concept embraces all the activities of a firm. It aims at matching the company's offering with customer needs, to achieve the desired level of customer satisfaction and generate profits for the company.

The important features of marketing are customer orientation, long-term profitability and functional integration. Delivering products which give value and satisfaction to the customer is the main goal of marketers. But over-concentration on any one feature (such as production, distribution etc.) leads to marketing myopia.

Marketers need to deliver value to their customers. Sometimes, they also need to inform them about the value they are delivering. Complete customer satisfaction is achieved by understanding customer requirements and delivering superior quality goods and services. Companies must provide the customers with a continuous flow of new ideas/offers and constantly enhance their service levels to build up satisfaction among customers.

Marketers also need to work continuously to find ways and means to build good relations with their customers. This requires integration of all the areas of business that touch the customers like marketing, sales, customer service etc., through integration of people, processes and technology.

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