| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2018028859 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9789352807383 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Call number |
658.8 RA MA |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Ramaswamy, V. S. |
| TITLE STATEMENT |
|---|
| Title |
Marketing management : |
| Subtitle |
Indian context, global perspective |
| Statement of responsibility, etc |
V. S. Ramaswamy, S. Namakumari |
| EDITION STATEMENT |
|---|
| Edition |
6th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Los Angeles : |
| Publisher |
SAGE Publications India Pvt Ltd, |
| Date |
c2018. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xlvii, 798 p. : |
| Other Details |
col. ill. ; |
| Size |
28 cm. |
| CONTENTS |
|---|
| 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. |
| SUMMARY |
|---|
| Summary |
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 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Marketing |
| Geographic |
India |
| General |
Management |
| ADDED ENTRY |
|---|
| Name |
Namakumari, S. |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
22171 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
22172 |
| ADDED ENTRY |
|---|
| -- |
22173 |