TY  - BOOK
AU  - RAMASWAMY 
TI  - MARKETING MANAGEMENT 
SN  - 9781259026416
U1  - 658.8,RAM 
PY  - 2014///
CY  - NEW DELHI 
PB  - TMH
KW  - MARKETING MANAGEMENT
KW  - PART ONE MARKETING NEEDS A RE-CALIBRATION 1. MARKETING NEEDS RE-CALIBRATION, RECOGNISING VALUE-DELIVERY AS MARKETING’S CENTRAL TASK 2. FUNDAMENTALS OF MARKETING REVISITED 3. VALUE PHILOSOPHY OF MARKETING PART TWO MARKETING ENVIRONMENT—GLOBAL AND INDIAN 4. ANALYSING THE MARKETING ENVIRONMENT 5. GLOBAL MARKETING ENVIRONMENT 6. MARKETING ENVIRONMENT OF INDIA AND THE MARKETING CHALLENGES PART THREE DEVELOPING MARKETING STRATEGY AND MARKETING PLANS 7. STRATEGIC PLANNING AT CORPORATE LEVEL AND MARKETING PLANNING AT BUSINESS LEVEL 8. FORMULATING MARKETING STRATEGY 9. MARKETING STRATEGY – VARIED APPROACHES 10. ANALYSING INDUSTRY AND COMPETITION 11. BUILDING COMPETITIVE ADVANTAGE PART FOUR ANALYSING CONSUMERS AND SELECTING MARKETS 12. CONSUMER BEHAVIOUR AND BUYING DECISION PROCESS 13. THE INDIAN CONSUMER AND THE CONSUMER MARKET OF INDIA 14. MARKET SEGMENTATION AND TARGETING WITH VALUE ORIENTATION PART FIVE CREATING VALUE—PRODUCT MANAGEMENT 15. PRODUCT MANAGEMENT—THE FUNDAMENTALS 16. DIFFERENTIATING AND POSITIONING THE MARKET OFFERING 17. MANAGING BRANDS AND BRAND EQUITY 18. CREATING VALUE THROUGH INNOVATION AND NEW PRODUCTS PART SIX DELIVERING VALUE—MANAGING DISTRIBUTION 19. DISTRIBUTION LOGISTICS AND SUPPLY CHAIN MANAGEMENT 20. DESIGNING AND MANAGING MARKETING CHANNELS 21. RETAILING—PERSPECTIVE OF THE RETAILER/RETAIL CHAINS 22. DIRECT AND ONLINE MARKETING PART SEVEN CAPTURING AND COMMUNICATING VALUE—PRICING AND PROMOTION 23. PRICING TO CAPTURE VALUE 24. INTEGRATED MARKETING COMMUNICATIONS 25. MANAGING ADVERTISING 26. PERSONAL SELLING AND SALES MANAGEMENT 27. CUSTOMER RELATIONSHIP MANAGEMENT PART EIGHT SUPPORTING AND CONTROLLING THE MARKETING EFFORT 28. CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND 29. MARKETING CONTROL PART NINE SPECIAL FIELDS IN MARKETING 30. MARKETING OF SERVICES 31. RURAL MARKETING IN INDIA—POTENTIAL, CHALLENGES, AND STRATEGIES   BECAUSE LEARNING CHANGES EVERYTHING.™
ER  -