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About the Author
Arun Kumar :-
He is an engineering graduate from IIT Roorkee, and postgraduate in management studies from Faculty of Management Studies, University of Delhi. He has worked in Escorts Limited for more than a decade, and taught at NIILM - Center of Management Studies for over fifteen years. Currently he is working in New Delhi Institute of Management. He has published articles in various journals of repute.
N Meenakshi :-
She has a doctorate from Faculty of Management Studies, University of Delhi. She is a postgraduate in International Business from Delhi School of Economics. Currently working in Goa Institute of Management, she has earlier taught at NIILM Center for Management Studies for fourteen years. She has published several articles in esteemed journals.
About the Book
In today's socially networked and highly competitive world, it is imperative that marketers are always truthful because customers eventually find out if they have been misled. This can lead to their angst with the company going viral, thereby destroying the company's reputation. Marketing Management advocates 'marketing based on absolute truth'.
Also brand image is sensitive to market sentiments. Brands can be in danger: one wrong product or one shoddy campaign can destroy a brand built over years. Companies must align everything that they do with the core spirit of their brands.
Further, when everything seems to go digital, it is important that marketers keep in mind that customers are primarily interested in their products/services. The book advocates that superior products and services will always be central to marketing.
• Researched, implemented, and result-driven practices taken from leading companies across diverse industries throughout the world
• Marketers can adopt these practices to elevate individual and organizational performance Corporate Insights
• Examples of marketing concepts being implemented by well-known Indian companies and brands
• Latest moves of companies and brands as they cope with competition and environment Case Studies
• A brief case study after each chapter, focusing on specific issues dealt within the chapter Specialized Questions
• Questions meant to make students ponder upon various aspects of marketing and challenge the existing paradigms
Table of Content
Section-1: 1. Fundamentals of Marketing: 2. Marketing Research, 3. Marketing Environment, 4. Consumer Behaviour, Section-2: Selection of Markets: 5. Segmentation and Targeting, 6. Positioning, Section-3: Product Decisions: 7. Product Management, 8. Brand Management, 9. Management of Innovations, Section-4: Pricing Decisions: 10. Pricing Strategy, Section-5: Distribution Decisions: 11. Distribution, 12. Retailing, Section-6: Communication Decisions: 13. Integrated Marketing Communication, 14. Advertising Management, Section-7: Impact of Competition on Strategy: 15. Competitive Marketing Strategy, Section-8: Reaching Consumers Directly: 16. Direct Marketing, 17. Internet Marketing, 18. Personal Selling and Sales Management, Section-9: Analysing Marketing: 19. Business Marketing, 20. Marketing of Services, 21. International Marketing, 22. Marketing for Non-Profit Organization, 23. Rural Marketing