000			02198nam a2200229Ia 4500
003			OSt
005			20220321121258.0
008			220128s9999 xx 000 0 und d
020			_a9789352807383
040			_cCUS
082			_26th ed. _a658.8 _bRAM/M
100			_aRamaswamy, V. S _91447
245		0	_a Marketing Management
260			_aNew Delhi: _bSage, _c2018.
300			_axivii,798p.
505			_a 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			_aMarketing -- India -- Management. _95139
650			_aMarketing -- Management. _9680
700			_91448 _aNamakumari. S
942			_2ddc _cWB16
947			_a995
999			_c210563 _d210563