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Marketing Management

By: Ramaswamy, V. S Contributor(s): Namakumari. S Material type: Text

TextPublication details: New Delhi: Sage, 2018Description: xivii,798pISBN: 9789352807383Subject(s): Marketing -- India -- Management | Marketing -- ManagementDDC classification: 658.8

Contents:

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.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	658.8 RAM/M (Browse shelf(Opens below))	Available		050771

Total holds: 0

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.

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