TY  - BOOK
AU  - Saxena, Rajan
TI  - Marketing management
SN  - 9780070144910
U1  - 658.8 
PY  - 2009///
CY  - New Delhi
PB  - Tata McGraw Hill
KW  - Marketing--Management
KW  - India
N1  - Marketing Management Today 1

List of Reviewers 16

Kingfisher Airlines Sets the Customer Imagination on Fire 37

The Competition 59

Consumer Behaviour 140

The Customer 143

New Product Decisions 255

Brand Decisions 289

Pricing Decisions 314

Integrated Marketing Communications 336

Advertising Management 364

Sales Promotion 407

Personal Selling 419

Managing the Sales Force 432

Managing the Distribution Function 446

Retail Management 471

Direct Marketing 489

Customer Relationship Management 532

Customer Service 604

Service Marketing 617

Rural Marketing 640

ER  -