Marketing management: global perspective, Indian context/ V.S. Ramaswamy, S. Namakumari.
Material type: TextPublication details: Delhi: Macmillan, 2009Edition: 4th edDescription: xxxix, 872 p. : ill. ; 27 cmISBN: 0230637299Subject(s): Marketing--ManagementDDC classification: 658.8Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
General Books | Central Library, Sikkim University General Book Section | 658.8 RAM/M (Browse shelf(Opens below)) | Available | P05322 |
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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