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.