000 | 00388nam a2200145Ia 4500 | ||
---|---|---|---|
999 |
_c150657 _d150657 |
||
020 | _a0230637299 | ||
040 | _cCUS | ||
082 |
_a658.8 _bRAM/M |
||
100 | _aRamaswamy, V.S. | ||
245 | 0 |
_aMarketing management: global perspective, Indian context/ _cV.S. Ramaswamy, S. Namakumari. |
|
250 | _a4th ed. | ||
260 |
_aDelhi: _bMacmillan, _c2009. |
||
300 |
_axxxix, 872 p. : _bill. ; _c27 cm. |
||
505 | _aUnderstanding 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 | _aMarketing--Management | ||
700 | _aNamakumari, S. | ||
942 | _cWB16 |