The book is primarily intended for use in college and university courses in the disciplines of Management, Commerce and Business Studies. It is an invaluable core text for MBA and postgraduate students in management institutes and handy reference source for marketing managers.
Besides the most effective marketing concepts, principles and techniques in current use, you will find in the book the words of advice from some of the most eminent business experts, and practical tips for dealing with marketing problems and issues in the most of the key areas, to help you to master the art of effective management and to achieve success in career.Contents: Marketing Management-Nature and Significance / Marketing Philosophy and Various Approaches / The marketing Environment and Challenges / Social Role of Managers-Tasks, Responsibilities and Obligations / Strategic Planning / Marketing Planning / Marketing Information System and Marketing Research / market Segmentation and Targeting / Analysing Market and Buyer Behaviour / Analysing Competition / Measuring and Forecasting Demand / Product: Concept and Decisions / New Product Development / Stages of Product Life / Managing Services / Pricing Decisions / Managing Promotion Programme (Marketing Communications) / Designing and Managing Advertising Programmes / Managing Sales Promotion and Public Relations Programmes / Managing the Sales Force / Managing Distribution Channels / Managing Physical Distribution System / Controlling Market Performance / International Marketing
S.K. Kapur Formerly Senior Specialist State Council of Educational Research and Training, Haryana
