Saxena, Rajan
Marketing management/
Rajan Saxena
- 4th ed.
- New Delhi: Tata McGraw Hill, 2009.
- xii, 883 p ill. 26 cm.
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
9780070144910
Marketing--Management
India
658.8 / SAX/M