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Marketing Management : Concepts, Cases, Challenges And Trends

By M Govindarajan more
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Product Specifications

Publisher PHI Learning
ISBN 9788120332591
Author: M Govindarajan
Number of Pages 332
Edition Second Edition
Available in all digital devices
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About The Book Marketing Management
Book Summary:

The primary focus of this book is on building up a conceptual framework for developing marketing strategies for the corporate enterprise. The book offers an insight into each facet of the marketers role in relationship to an organization. It highlights the knowledge, the skills and the competencies necessary for marketers to succeed in todays competitive world, and bridges the gap between the theory of marketing and the realities of the high-tech market.

This NEW edition includes comprehensive coverage of the funda-mentals of marketing and a discussion on market-focused business strategy. It offers several case study scenarios that let students analyse decisions and practices of marketing wisdom. There is a series of chapter vignettes on contemporary issues in marketing. Chapter-end self-testing material includes a summary, numerous review questions and several discussion questions to help students understand the major concepts and tools of marketing.

This book is primarily written for postgraduate students of Business Administration (MBA) for courses in Principles of Marketing/Marketing Management. This book can also be used to advantage by undergraduate students of Business Administration (BBA) for courses in marketing, and by students of engineering where an elective course on Marketing Management is prescribed.

Table of Contents:
Chapter 1 Understanding the Basics of Marketing
Chapter 2 Classification of Goods, Customers and Markets
Chapter 3 Consumer Buying Behaviour
Chapter 4 Market Segmentation
Chapter 5 Product Pricing
Chapter 6 New Product Planning and Development
Chapter 7 Marketing Planning and Strategy Formulation
Chapter 8 Advertising and Sales Promotion
Chapter 9 Marketing Research
Chapter 10 Distribution Channels
Chapter 11 Marketing Control
Chapter 12 Brand Management
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