000			02295cam a22002178i 4500
020			_a9789352807383 (print (pb))
041			_aENG
082	0	0	_a658.8 _bRAM
100	1		_aRamaswamy, V. S.,
245	1	0	_aMarketing management : _bIndian context, global perspective / _cV. S. Ramaswamy, S. Namakumari,
250			_aSixth Edition.
260			_aNew Delhi : _bSage Publications, _c2018.
300			_axlvii, 798 pages : _bcolor illustrations ; _c28 cm
504			_aIncludes bibliographical references and index.
505	0		_aMarketing of Indian environment-- 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.
650		0	_aMarketing _zIndia _xManagement.
650		0	_aMarketing _xManagement.
650		0	_aIndia.
700	1		_aNamakumari, S.,
942			_2ddc _cBK
999			_c20643 _d20643