Marketing Management

Marketing Management

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Product Specifications

Publisher SChand Publications All Marketing books by SChand Publications
ISBN 9788121932448
Author: R S N Pillai
Number of Pages 561
Available in all digital devices
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Marketing Management - Page 1 Marketing Management - Page 2 Marketing Management - Page 3 Marketing Management - Page 4 Marketing Management - Page 5

Marketing Management
Book Summary:

Marketing is an important functional aspect of business. The success of any firm or industry is largely determined by its ability in marketing the products. In recent years, there were vast changes in the production and distribution of goods, throughout the world, especially in the developing and developed counteries. The reasons for the changes are: advancement in technology, improvement in transport and communications, change in fashions, increasing standard of living, rapid economic growth, increased knowledge of the consumers etc.

Key Features:

The main features of the book are as follows:

1. The book contains 39 well-structured chapters, 102 boxes, 346 questions and 63 case studies; apart from systematic presentation of ideas.

2. All care has been taken to present the themes in a lucid, easy and understandable language.

Table of Contents:

1. Fundamentals of Marketing

2. Marketing Environment

3. Marketing Management

4. Marketing Strategy and Planning

5. Marketing Segmentation

6. Market Targeting and Positioning

7. Marketing Information System

8. Marketing Research

9. Consumer Behaviour

10. The Indian Consumers

11. Consumerism

12. Managing the Product

13. Managing the Product Development

14. Pricing Strategy

15. Product Related Strategy

16. The Promotional Programme

17. Sales Promotion

18. Advertising Management

19. Marketing Control

20. Public Relations

21. Personal Selling

22. Sales Organisation

23. Sales Force Management

24. Control of Sales Force

25. Sales Forecast

26. Remuneration to Salesmen

27. Channels of Distribution

28. Management of Retail 

29. Marketing of Consumer Goods

30. Marketing of Industrial Goods

31. Direct Marketing

32. The Marketing of Services

33. International Marketing

34. Marketing and Society

35. Total Quality Management

36. E-Business

37. Rural Marketing

38. New Trends in Marketing

39. The Case Study Method