Saxena, Rajan <br/><br/>
Marketing management/ 
Rajan Saxena 
 - 4th ed. 
 - New Delhi:  Tata McGraw Hill,  2009. 
 - xii, 883 p  ill.  26 cm. 
<br/><br/>Marketing Management Today 1<br/><br/>List of Reviewers 16<br/><br/>Kingfisher Airlines Sets the Customer Imagination on Fire 37<br/><br/>The Competition 59<br/><br/>Consumer Behaviour 140<br/><br/>The Customer 143<br/><br/>New Product Decisions 255<br/><br/>Brand Decisions 289<br/><br/>Pricing Decisions 314<br/><br/>Integrated Marketing Communications 336<br/><br/>Advertising Management 364<br/><br/>Sales Promotion 407<br/><br/>Personal Selling 419<br/><br/>Managing the Sales Force 432<br/><br/>Managing the Distribution Function 446<br/><br/>Retail Management 471<br/><br/>Direct Marketing 489<br/><br/>Customer Relationship Management 532<br/><br/>Customer Service 604<br/><br/>Service Marketing 617<br/><br/>Rural Marketing 640<br/> 
<br/><br/><label>ISBN: </label>9780070144910 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management<br/>India
<br/><br/><label>Dewey Class. No.: </label>658.8  / SAX/M