Marketing management: global perspective, Indian context/
Ramaswamy, V.S.
Marketing management: global perspective, Indian context/ V.S. Ramaswamy, S. Namakumari. - 4th ed. - Delhi: Macmillan, 2009. - xxxix, 872 p. : ill. ; 27 cm.
Understanding marketing as a value delivering task --
Studying marketing environment --
Contemporary Indian marketing environment --
Developing marketing strategy and plans --
Strategic planning at corporate level and marketing planning at business level --
Formulating marketing strategy --
Analysing industry and competition --
Differentiating and positioning the market offering --
Analysing consumers and selecting markets --
Consumer behaviour and buying-decision process --
The Indian consumer --
Segmentation and targeting for maximising customer value --
Creating customer value : managing the product --
Product management : the fundamentals --
Managing brands and building brand equity --
Introducing new products and innovations --
Marketing of services --
Delivering customer value : managing distribution --
Managing distribution logistics --
Designing and managing marketing channels --
Retailing : perspective of the retailer/retail chain --
Direct marketing and digital marketing --
Communicating customer value : integrated marketing communications --
Managing mass communications : advertising, sales promotion and digital communications --
Managing personal communications : personal selling and sales management --
Customer relations management (CRM) --
Capturing customer value --
Pricing --
Supporting and controlling the marketing effort --
MIS and marketing research --
Demand forecasting and marketing control --
A special field in Indian marketing --
Rural marketing in India : potential, challenges and strategies --
Notes --
References --
Index.
0230637299
Marketing--Management
658.8 / RAM/M
Marketing management: global perspective, Indian context/ V.S. Ramaswamy, S. Namakumari. - 4th ed. - Delhi: Macmillan, 2009. - xxxix, 872 p. : ill. ; 27 cm.
Understanding marketing as a value delivering task --
Studying marketing environment --
Contemporary Indian marketing environment --
Developing marketing strategy and plans --
Strategic planning at corporate level and marketing planning at business level --
Formulating marketing strategy --
Analysing industry and competition --
Differentiating and positioning the market offering --
Analysing consumers and selecting markets --
Consumer behaviour and buying-decision process --
The Indian consumer --
Segmentation and targeting for maximising customer value --
Creating customer value : managing the product --
Product management : the fundamentals --
Managing brands and building brand equity --
Introducing new products and innovations --
Marketing of services --
Delivering customer value : managing distribution --
Managing distribution logistics --
Designing and managing marketing channels --
Retailing : perspective of the retailer/retail chain --
Direct marketing and digital marketing --
Communicating customer value : integrated marketing communications --
Managing mass communications : advertising, sales promotion and digital communications --
Managing personal communications : personal selling and sales management --
Customer relations management (CRM) --
Capturing customer value --
Pricing --
Supporting and controlling the marketing effort --
MIS and marketing research --
Demand forecasting and marketing control --
A special field in Indian marketing --
Rural marketing in India : potential, challenges and strategies --
Notes --
References --
Index.
0230637299
Marketing--Management
658.8 / RAM/M