Marketing management

Section 1 The Marketing Environment
Chapter 1 Marketing Management Today
Chapter 2 The Customer
Chapter 3 The Competition


Section 2 Assembling the Marketing Toolbox
Chapter 4 Consumer Behaviour
Chapter 5 Organisational Buyer Behaviour
Chapter 6 Segmentation and Targeting
Chapter 7 Marketing Research and Information Systems
Chapter 8 Market Measurement and Demand Forecasting
Chapter 9 Marketing Planning


Section 3 Creating Customer Value
Chapter 10 Product Management
Chapter 11 New Product Decisions
Chapter 12 Brand Management and Decisions
Chapter 13 Customer Service
Chapter 14 Pricing Decisions


Section 4 Communication and Deliverance of Customer Value
Chapter 15 Integrated Marketing Communications
Chapter 16 Advertising Management
Chapter 17 Sales Promotion and Public Relations
Chapter 18 Managing the Sales Function
Chapter 19 Managing the Distribution Function
Chapter 20 Retail Management
Chapter 21 Direct Marketing


Section 5 Creating Sustainable Competitive Value and Growth
Chapter 22 Marketing Strategy
Chapter 23 Customer Relationship Management
Chapter 24 Marketing Organisation
Chapter 25 Marketing Performance and Control


Section 6 Broadening Horizons
Chapter 26 Global Marketing
Chapter 27 Service Marketing
Chapter 28 Rural Marketing

OVERVIEW
Understanding market dynamics has always been a challenge. It becomes even more crucial in
today’s world of digital media and social networking. Designed to cater to majority of courses in
Marketing, this book effectively elucidates the modern-day marketing breakthroughs. This
thoroughly updated edition is written in a user-friendly language. Alongside, the text captures the
core concepts comprehensively and follows an application-based approach.