Mastering Marketing Management

Contents: Preface. 1. Marketing management process. 2. Customer analysis. 3. Competitive analysis. 4. Financial management for marketing decision. 5. Strategic perspective. 6. Operational perspective. 7. Product decision. 8. Building and managing brand equity. 9. Pricing decision. 10. Distribution decision. Index.

“This book has been designed keeping in mind the mentality of the general reader easy-to-understand. The aim of this book is to provide students with a clear, concise and comprehensive introduction to the theory and practice of marketing management. The objective of the book is to bring together a balanced selection of core concepts as well as new perspectives that collectively articulate a knowledge-based view of mastering marketing management.

This book is immensely useful for those who are intending or actual managers with a need to use research rather than practice it. This book, therefore, takes a better informed approach to the use of concepts for mastering in marketing, management as an aid to decision-making.

This book covers a wide range of marketing management tissues and attempts to introduce the subject in a comprehensive way. It avoids the narrow focus and considerable complexity of many other books in this area where in-depth treatment is required. Students are recommended to read relevant texts to get the complete idea about mastering in marketing management thinking and practice.” (jacket)