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Marketing management : Indian context, global perspective / V. S. Ramaswamy, S. Namakumari,

By: Ramaswamy, V. SContributor(s): Namakumari, SMaterial type: TextTextLanguage: English Publisher: New Delhi : Sage Publications, 2018Edition: Sixth EditionDescription: xlvii, 798 pages : color illustrations ; 28 cmISBN: 9789352807383 (print (pb))Subject(s): Marketing -- India -- Management | Marketing -- Management | IndiaDDC classification: 658.8
Contents:
Understanding marketing as a value delivering task -- Studying marketing environment -- Contemporary Indian marketing environment -- Developing marketing strategy and plans -- Strategic planning at corporate level and marketing planning at business level -- Formulating marketing strategy -- Analysing industry and competition -- Differentiating and positioning the market offering -- Analysing consumers and selecting markets -- Consumer behaviour and buying-decision process -- The Indian consumer -- Segmentation and targeting for maximising customer value -- Creating customer value : managing the product -- Product management : the fundamentals -- Managing brands and building brand equity -- Introducing new products and innovations -- Marketing of services -- Delivering customer value : managing distribution -- Managing distribution logistics -- Designing and managing marketing channels -- Retailing : perspective of the retailer/retail chain -- Direct marketing and digital marketing -- Communicating customer value : integrated marketing communications -- Managing mass communications : advertising, sales promotion and digital communications -- Managing personal communications : personal selling and sales management -- Customer relations management (CRM) -- Capturing customer value -- Pricing -- Supporting and controlling the marketing effort -- MIS and marketing research -- Demand forecasting and marketing control -- A special field in Indian marketing -- Rural marketing in India : potential, challenges and strategies -- Notes -- References -- Index.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.8 RAM (Browse shelf) Checked out 04/19/2021 45384
Books Institute of Public Enterprise, Library
S Campus 		658.8 RAM (Browse shelf) Available 45383

Includes bibliographical references and index.

Understanding marketing as a value delivering task -- Studying marketing environment -- Contemporary Indian marketing environment -- Developing marketing strategy and plans -- Strategic planning at corporate level and marketing planning at business level -- Formulating marketing strategy -- Analysing industry and competition -- Differentiating and positioning the market offering -- Analysing consumers and selecting markets -- Consumer behaviour and buying-decision process -- The Indian consumer -- Segmentation and targeting for maximising customer value -- Creating customer value : managing the product -- Product management : the fundamentals -- Managing brands and building brand equity -- Introducing new products and innovations -- Marketing of services -- Delivering customer value : managing distribution -- Managing distribution logistics -- Designing and managing marketing channels -- Retailing : perspective of the retailer/retail chain -- Direct marketing and digital marketing -- Communicating customer value : integrated marketing communications -- Managing mass communications : advertising, sales promotion and digital communications -- Managing personal communications : personal selling and sales management -- Customer relations management (CRM) -- Capturing customer value -- Pricing -- Supporting and controlling the marketing effort -- MIS and marketing research -- Demand forecasting and marketing control -- A special field in Indian marketing -- Rural marketing in India : potential, challenges and strategies -- Notes -- References -- Index.

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