This book presents a comprehensive understanding of marketing management within the Indian environment. It emphasizes how economic changes, liberalization, and global brands have reshaped marketing in India. The text highlights the growing importance of customer value, innovation, and strategic marketing. It uses case studies and practical examples to connect theory with real business applications. The book offers a blend of research insights, updated examples, and applied marketing tools. Overall, it serves as both a textbook and a practical guide for students and professionals in marketing
Salient Features
- The book provides a strong Indian perspective on marketing, filling the gap left by foreign-focused textbooks.
- It explains marketing concepts through Indian products, companies, markets, and real business situations.
- The content is fully updated to reflect India's changing economy, rising incomes, and new consumer behavior.
- It includes revised and expanded case studies designed to build analytical and decision-making skills.
- The book integrates insights from marketing research, business journals, expert opinions, and market data.
- It features new chapters, updated exercises, and modern marketing practices aligned with current trends.
- The edition is tailored for MBA, M.Com., BBA, B.Com., PGDBM, PGDMM, and marketing practitioners.
- Introducing Market
- Marketing Environment
- Marketing Mix
- Marketing Segmentation
- Marketing Target and Positioning
- Marketing Planning and Strategies for Business Success
- Marketing Information System
- Marketing Research
- Market Potential, Sales Forecasting and Budgeting
- Understanding Consumers and Consumer Behaviour
- Models of Consumer Behaviour
- Product Management – An Introduction from Planning to Positioning
- Managing Products Life Cycle and Portfolio Strategies
- Branding Strategies and Brand Equity
- Packaging Decisions and Innovations
- Pricing Policies and Challenges
- Channels of Distribution
- Logistics and Physical Distribution Management
- Retail and Direct Marketing Strategies
- Advertising Management
- Sales Promotion in Modern Marketing: Strategies, Tools and Evaluation
- Sales Management and Public Relations
- Personal Selling
- Service Marketing
- Rural Marketing
- Relationship and Interactive Marketing
ISBN13:
978-93-91820-78-7
Weight:
1650.00
Edition:
4th Revised Edition
Language:
English
Title Code:
822