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Marketing Management: : Indian Context, Global Perspective

	Marketing Management: : Indian Context, Global Perspective by Ramaswamy, Namakumari
	Price : Rs 795.00
	Your Price : Rs 715.50

This new edition of the well known text book on Marketing Management offers comprehensive coverage in the Indian context.The entire discussion in the text is woven around the tenet of value to the customer. With thoroughly recast chapters andendowed with an innovative approach, layout, and features, this is a fresh and valuable text book on the subject.Salient Features Thorough Revision All the chapters have been thoroughly revised and updated to make the book contemporary and in line with the value theme. Current and up-to-date Recent and upcoming concepts like Green Marketing have been discussed in appropriate depth. Latest examples and cases from the real world have been included. (Please see the attached list.) Applied Orientation Rich in-text real life insights as boxed items named Value in Marketing and mini cases.

Contents :

Part One Marketing Needs a Re-calibration 1. Marketing Needs Re-calibration, Recognising Value-Delivery as Marketings Central Task 2. Fundamentals of Marketing Revisited3. Value Philosophy of MarketingPart Two Marketing EnvironmentGlobal and Indian4. Analysing the Marketing Environment5. Global Marketing Environment 6. Marketing Environment of India and the Marketing ChallengesPart Three Developing Marketing Strategy and Marketing Plans7. Strategic Planning at Corporate Level and Marketing Planning at Business Level8. Formulating Marketing Strategy 9. Marketing Strategy Varied Approaches10. Analysing Industry and Competition 11. Building Competitive Advantage Part Four Analysing Consumers and Selecting Markets12. Consumer Behaviour and Buying Decision Process13. The Indian Consumer and the Consumer Market of India 14. Market Segmentation and Targeting with Value Orientation Part Five Creating ValueProduct Management15. Product Managementthe Fundamentals16. Differentiating and Positioning the Market Offering 17. Managing Brands and Brand Equity18. Creating Value through Innovation and New ProductsPart Six Delivering ValueManaging Distribution 19. Distribution Logistics and Supply Chain Management20. Designing and Managing Marketing Channels 21. RetailingPerspective of the Retailer/Retail Chains22. Direct and Online Marketing Part Seven Capturing and Communicating ValuePricing and Promotion 23. Pricing to Capture Value 24. Integrated Marketing Communications 25. Managing Advertising 26. Personal Selling and Sales Management 27. Customer Relationship Management Part Eight Supporting and Controlling the Marketing Effort28. Conducting Marketing Research and Forecasting Demand29. Marketing Control Part Nine Special Fields in Marketing30. Marketing of Services 31. Rural Marketing in IndiaPotential, Challenges, and Strategies

ISBN - 9781259026416

Pages : 840