000			01529nam a22001697a 4500
005			20250429093634.0
999			_c4977 _d4977
008			180629b ||||| |||| 00| 0 eng d
020			_a978- 93-392-2330-4
082			_223 _a658.8 _bSAX
100			_aSaxena Rajan
245			_aMarketing management / _cRajan Saxena.
250			_b2016.
260			_aChennai. _bMcGraw hill education; _c2016.
300			_a816 p . ; _bSoftbound _c18x28cm
505			_a1.marketing management today Section 1 The marketing environment 2. The customer 3. The competition Section 2.Assembling the marketing toolbox 4. Marketing planning 5. Marketing research and information systems 6. Consumer behaviour 7. Organisational buying behaviour 8. Segmenting and targeting 9. Market measurement and demand forecasting Section 3 creating of customer value 10.product management 11. New product decisions 12. Brand management and decisions 13. Customer service 14. Pricing decision Section 4 communication and deliverance of customer value 15. Integrated marketing communications 16. Advertising management 17. Sales promotion and public relations 18. Managing the sales function 19. Managing the distribution function 20. Retail management 21. Direct marketing Section 5 creating sustainable competitive value and growth 22. Marketing strategy 23. Customer relationship management 24. Marketing organisation 25. Marketing performance and control Section 6 Broadening horizons 26. Global marketing 27. Service marketing 28. Rural marketing Section 7 cases
942			_2ddc _cBK _02