TY  - BOOK
AU  - SAXENA RAJAN
TI  - MARKETING MANAGEMENT 
SN  - 9780070144910
U1  - 658.8 SAX  
PY  - 2013///
CY  - NEW DELHI
PB  - TMH
KW  - MARKETING MANAGEMENT
KW  - PART ONE: THE MARKETING ENVIRONMENT 1. MARKETING MANAGEMENT TODAY  2. THE CUSTOMER  3. THE COMPETITION  PART TWO: 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 METRICS AND DEMAND FORECASTING  PART THREE: DELIVERING CUSTOMER VALUE 10. PRODUCT MANAGEMENT  11. NEW PRODUCT DECISIONS  12. BRAND DECISIONS  13. PRICING DECISIONS  14. INTEGRATED MARKETING COMMUNICATIONS  15. ADVERTISING MANAGEMENT  16. SALES PROMOTION  17. PERSONAL SELLING  18. MANAGING THE SALES FORCE  19. MANAGING THE DISTRIBUTION FUNCTION  20. RETAIL MANAGEMENT  21. DIRECT MARKETING  PART FOUR: CREATING COMPETITIVE ADVANTAGE 22. MARKETING STRATEGY  23. CUSTOMER RELATIONSHIP MANAGEMENT  24. MARKETING ORGANISATION  25. MARKETING PERFORMANCE AND CONTROL  PART FIVE: CURRENT ISSUES 26. GLOBAL MARKETING  27. CUSTOMER SERVICE  28. SERVICE MARKETING  29. RURAL MARKETING  30. GREEN MARKETING  PART SIX: CASES 1. NANO – A DREAM CAR FOR THE POOR  2. SUNSILK GANG OF GIRLS: HINDUSTAN LEVER LIMITED’S ONLINE SOCIAL NETWORKING INITIATIVE  3. JAGO RE! ONE BILLION PEOPLE  4. FABINDIA – FABRIC OF INDIA  5. NATURAL ICE CREAM  6. WESTERN INDIA LIMITED  7. HLL JUGGERNAUT – THE DILEMMA OF GROWTH  8. SERVICE STANDARDISATION  9. L’OREAL – BUILDING A GLOBAL COSMETIC BRAND  10. AMWAY’S INDIAN NETWORK MARKETING EXPERIENCE
ER  -