Essentials of marketing management
Material type:
TextPublication details: London Routledge 2010Description: xxv,524pISBN: - 9780415553476
- 658.8 22 LA-E
- HF5415.13 .L335 2010
Print
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OPJGU Sonepat- Campus Main Library | General Books | 658.8 LA-E (Browse shelf(Opens below)) | Available | 112816 |
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| 658.8 KR-C Cases in operations management | 658.8 KU-M Marketing management | 658.8 LA-E Essentials of marketing | 658.8 LA-E Essentials of marketing management | 658.8 LA-M MKTG a South-Asian perspective | 658.8 LE-M Marketing strategy a life-cycle approach | 658.8 LE-T Ted Levitt on marketing |
Includes bibliographical references and index.
Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.
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