Marketing management (2nd ed )

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Language: Anglais
Cover of the book Marketing management (2nd ed )

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688 p. · Soft-cover
1. Marketing Management : An Introduction 2. The Market Environment 3. Competition Analysis 4. Marketing Planning 5. Marketing Research and Information Systems 6. Consumer Behaviour: Understanding the Buyer 7. Organizational Buying Behaviour 8. Segmenting and Targeting the Market 9. Market Measurement and Forecasting 10. Product Management 11. New Product Decisions 12. Brand Equity 13. Pricing Decisions 14. Promotion Decisions 15. Advertising Management 16. Sales Promotion 17. Personal Selling 18.Managing the Sales Force 19. Managing the Distribution Function 20. Direct Marketing 21. Marketing Strategy 22. Customer Relationship Management 23. Marketing Organization 24. Marketing Performance and Control 25. Global Marketing 26. Customer Service 27. Service Marketing 28. Rural Marketing Case 1: Western India Limited Case 2: Hi-Tech Systems Distributors Limited Case 3: Aakash Namkeens Case 4: Zen MicroGrip Tyres Case 5: HLL Juggernaut - The Dilemma of Growth Case 6: Marketing of Milk - Amul Case 7: Service Standardization Case 8: Jet Airways Exercises Bibliography Index