Marketing Management

Contents: Foreword. Preface. 1. Marketing concepts, significance of the subject and an overview of marketing planning. 2. Marketing environment. 3. Competition. 4. Understanding consumer behaviour. 5. Strategic marketing. 6. Market segmentation. 7. Product. 8. Pricing. 9. Marketing information and research. 10. Global marketing. 11. Physical distribution and channels of distribution. 12. Sales management. 13. Marketing communication and promotion. 14. Advertising. 15. Marketing organisation and control. 16. Services marketing. 17. Rural marketing. 18. Quality. 19. E-Commerce and Internet marketing. 20. Customer relationship management (CRM). 21. Marketing management and the laws. Bibliography. Index.

"Marketing is concerned with creativity and productivity involving proper planning and executing the pricing, promotion and distribution of goods and services for customer satisfaction as well as for meeting organisational objectives. Modern marketing, tending to become relationship marketing, gives great importance to customer satisfaction through improved quality, courteous approach etc. It now freely uses e-marketing with internet applications.

This book covers various aspects of modern marketing and examines valuable learning tools in the field to prepare the students for the practical as well as theoretical aspects of the subject while improving their marketing decision making abilities in real life situations. It is most comprehensive and presents the text in a systematic manner, along with various diagrams, illustrations and several case studies." (jacket)