000			02319nam a22002057a 4500
999			_c1979 _d1979
005			20220315152027.0
008			220315b ||||| |||| 00| 0 eng d
020			_a9789389538335
082			_a658.8 _bSAX
100			_aSaxena, Rajan _94896
245			_aMarketing management
250			_a6th
260			_bMcGraw Hill Education (India) Pvt. Ltd. _aChennai _c2020
300			_axxix, 746 p.
365			_aINR _b970.00
504			_aSection 1 The Marketing Environment Chapter 1 Marketing Management Today Chapter 2 The Customer Chapter 3 The Competition Section 2 Assembling the Marketing Toolbox Chapter 4 Consumer Behaviour Chapter 5 Organisational Buyer Behaviour Chapter 6 Segmentation and Targeting Chapter 7 Marketing Research and Information Systems Chapter 8 Market Measurement and Demand Forecasting Chapter 9 Marketing Planning Section 3 Creating Customer Value Chapter 10 Product Management Chapter 11 New Product Decisions Chapter 12 Brand Management and Decisions Chapter 13 Customer Service Chapter 14 Pricing Decisions Section 4 Communication and Deliverance of Customer Value Chapter 15 Integrated Marketing Communications Chapter 16 Advertising Management Chapter 17 Sales Promotion and Public Relations Chapter 18 Managing the Sales Function Chapter 19 Managing the Distribution Function Chapter 20 Retail Management Chapter 21 Direct Marketing Section 5 Creating Sustainable Competitive Value and Growth Chapter 22 Marketing Strategy Chapter 23 Customer Relationship Management Chapter 24 Marketing Organisation Chapter 25 Marketing Performance and Control Section 6 Broadening Horizons Chapter 26 Global Marketing Chapter 27 Service Marketing Chapter 28 Rural Marketing
520			_aOVERVIEW Understanding market dynamics has always been a challenge. It becomes even more crucial in today’s world of digital media and social networking. Designed to cater to majority of courses in Marketing, this book effectively elucidates the modern-day marketing breakthroughs. This thoroughly updated edition is written in a user-friendly language. Alongside, the text captures the core concepts comprehensively and follows an application-based approach.
650			_aMarketing management _9348
942			_2ddc _cBK