Marketing Management : Comprehensive Text, Corporate Insights, Best Practices Case Studies / by Arun Kumar and N. Meenakshi

Includes bibliography and indexes

Section 1: Foundations Of Marketing Ch 1 - Fundamentals of Marketing Ch 2 - Marketing Research Ch 3 - Marketing Environment Ch 4 - Consumer Behaviour Section 2: Selection of Markets Ch 5 - Segmentation and Targeting Ch 6 - Positioning Section 3: Product Decisions Ch 7 - Product Management Ch 8 - Brand Management Ch 9 - Management of Innovations Section 4: Pricing Decisions Ch 10 - Pricing Strategy Section 5: Distribution Decisions Ch 11 - Distribution Ch 12 - Retailing Section 6: Communication Decisions Ch 13 - Integrated Marketing Communication Ch 14 - Advertising Management Section 7: Impact of Competition on Strategy Ch 15 - Competitive Marketing Strategy Section 8: Reaching Consumers Directly Ch 16 - Direct Marketing Ch 17 - Internet Marketing Ch 18 - Personal Selling and Sales Management Section 9: Analyzing Markets Ch 19 - Business Marketing Ch 20 - Marketing of Services Ch 21 - International Marketing Ch 22 - Marketing for Non-Profit Organisations Ch 23 - Rural Marketing Section 10: Case Studies