The book has been authored by someone with excellent educational and professional background. The book is 'Complete Marketing Management Book' as it combines general marketing management chapters with latest happening marketing activities like retail marketing, direct marketing, rural marketing, packaging management, managing customer satisfaction, insurance marketing, online marketing and bank marketing. Very few marketing management books will have all these chapters covered under one umbrella.
Besides above, twenty one case studies have been included covering almost all major topics. The student community of marketing management would find the book a treasure to keep and different from other books in the bookshelf.
Contents :
1. Role of Marketing and its Relevance
2. Marketing System - Tasks and Philosophies
3. Marketing Process and Marketing Environment
4. Consumer Psychology and Buying Behaviour
5. Organization and Industrial Buying Behaviour
6. Market Segmentation and Target Marketing
7. Sales Forecasting
8. Marketing Planning
9. Product Life Cycle Strategy
10. Competitive Marketing Strategies
11. Product Planning Decision
12. Brand Management
13. Packaging Management
14. New Product Development Strategy
15. Pricing Decisions
16. Advertising Management
17. Sales Promotion and Sponsorship
18. Distribution Management
19. Physical Distribution
20. Retail Management
21. Marketing Organization
22. Marketing Research and Marketing Information Systems
23. Personal Selling and Salesmanship
24. Sales Force Management
25. Marketing Controls
26. International Marketing
27. Marketing of Services
28. Rural Marketing
29. Direct Marketing
30. Quality Management in Marketing Strategy
31. Managing Customer Satisfaction
32. Insurance Marketing
33. Online or Internet Marketing
34. Bank Marketing
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