MARKETING MANAGEMENT 4E

الغلاف الأمامي
Tata McGraw-Hill Education, 2009 - 883 من الصفحات
This edition on the well known text book on Marketing Management lives upto the promises of its earlier editions. Additionally, factoring in the market downturn of 2008-2009, it focuses on innovations required in product, processes and systems for effective marketing in difficult times for the customer as well as the marketer.
 

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المحتويات

Marketing Management Today
1
List of Reviewers
16
Kingfisher Airlines Sets the Customer Imagination on Fire
37
The Competition
59
Summary
80
Summary
101
Consumer Behaviour
140
The Customer
143
Integrated Marketing Communications
336
Advertising Management
364
Sales Promotion
407
Personal Selling
419
Managing the Sales Force
432
Managing the Distribution Function
446
Retail Management
471
Direct Marketing
489

Summary
169
Summary
189
Summary
212
Part 3
223
New Product Decisions
255
Brand Decisions
289
Pricing Decisions
314
Part 4
497
Customer Relationship Management
532
Customer Service
604
Service Marketing
617
Rural Marketing
640
Subject Index
882
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