Marketing Management

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Details

Textbook:
Pages : 500; Paperback;
210 X 275 mm approx.

Workbook:
Pages : 282; Paperback;
210 X 275 mm approx, Sample Applied Theory Questions

Pricing

Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Available only in INDIA

Detail Table of Contents

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Marketing Management : Overview

All business activities should aim at recognizing and satisfying customer wants and needs effectively. A marketing program starts with idea generation for a product and ends only when customers’ wants have been completely satisfied. It might run well beyond the sale of the product, to ensure customer satisfaction and encourage repeat business.

Marketing has become an inherent part of our lives and permeates every aspect of our day-to-day existence. Activities such as watching television, listening to the radio, reading the newspaper, buying grocery items – they are all dependent on marketing. Marketing focuses on satisfying human and social needs and wants, and helps companies transform private and social needs into profitable business opportunities.

Marketing Management helps students understand the marketing management process and the nature of strategic planning in a marketing organization.

It discusses different ways in which marketing programs can be developed and put into action. The book also examines different issues that companies face in the implementation of marketing programs.

Business has only two functions – marketing and innovation.

Table of Contents

Detailed Table of Contents

Part - I Business of Marketing Management 1] Marketing: The Development of a Concept
2] Delivering Customer Values and Satisfaction
3] Marketing Environment
4] Marketing Budgets and Costs

Part - II Analyzing Marketing Opportunities 5] Understanding Consumer Buying Behavior
6] Organizational Markets and Organizational Buying Behavior
7] Marketing Research, MkIS and Demand Forecasting
8] Market Segmentation and Market Targeting

Part - III Developing Marketing Strategies 9] Strategic Planning Process in Marketing
10] Marketing and Competitive Strategies
11] Product and Product Lines
12] Product Differentiation and Positioning

Part - IV Making Marketing Decisions 13] New Product Development
14] Branding and Packaging

15] Pricing and Marketing
16] Channels of Marketing
17] Logistics and Wholesaling
18] Retailing

Part - V Management and Delivery of Marketing Programs 19] Communication Mix in Marketing
20] Advertising, Sales Promotion and Public Relations
21] Personal Selling and Sales Force Management
22] Developing and Managing Marketing Department and Organization
23] Global Marketing Strategies
24] Direct and Online Marketing
25] Marketing of Services

Part - VI Marketing and Beyond 26] Marketing of Organizations, Individuals, Places and Ideas
27] Marketing Management: Ethical and Social Dimensions

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