Marketing Management
Publisher: Dreamtech Press
Published: 2010
Place of publication: New Delhi, India
Language: eng
Number of pages: 252
ISBN-13: 9788177228427
Description: The book entitled Marketing Management is authored to cater a wide range of readers, from students and marketing managers to the business researchers, keeping in mind their specific needs and wants. The book offers a comprehensive coverage of core marketing concepts and their dynamics and strategies. Its contemporary, integrated presentation and strategy-based approach extensively cover critical and fundamental topics required to succeed in the professional arena. The summary and end-of-chapter exercises provided in the book facilitate the recapitulation of the essential terms and concepts to enhance the in-depth knowledge and learning experience of the readers. 

The book also contains concise, lucid, and engaging information supplemented with real-life examples. In addition, it comprises authentic marketing case studies from top MNCs to demarcate its presence among other books.
Table of contents: title: Preface; title: Introduction; title: Fundamentals of Marketing; title: Introduction; title: Concept of Marketing; title: Evolution of Marketing; title: Production Era; title: Sales Era; title: Marketing Era; title: Scope of Marketing; title: Objectives of Marketing; title: Core Concepts of Marketing; title: Market; title: Needs and Wants; title: Exchange; title: Value; title: Demand; title: Marketing Tasks Associated with the Different Demands; title: Philosophies of Marketing Management; title: Production Concept; title: Product Concept; title: Selling Concept; title: Marketing Concept; title: Societal Marketing Concept; title: Marketing Environment; title: Features of Marketing Environment; title: Importance of Marketing Environment; title: Types of Marketing Environment; title: Micro Environment; title: Macro Environment; title: Marketing Mix Elements; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Principles and Precepts of Marketing Management; title: Introduction; title: Marketing Research; title: Process of Marketing Research; title: Marketing Information System; title: Segmentation of Market; title: Definition of Market Segmentation; title: Basis of Market Segmentation; title: Levels of Market Segmentation; title: Patterns of Market Segmentation; title: Process of Market Segmentation; title: Requirements for Effective Segmentation; title: Target Market Selection Process; title: Evaluating the Market Segment; title: Selecting the Market Segment; title: Tools for Competitive Differentiation; title: Developing a Positioning Strategy; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Product Decisions; title: Introduction; title: Concept of Product; title: Levels of Product; title: Product Classification; title: Product Differentiation and its Basis; title: Product Line Analysis; title: Product Mix Analysis; title: New Product Development; title: New Product Adoption; title: New Product Diffusion; title: Concept of Product Life Cycle; title: Brand Management; title: Process of Branding; title: Brand Identity; title: Brand Equity; title: Brand Loyalty; title: Brand Repositioning; title: Challenges of Product Branding; title: Product Packaging; title: Product Labeling; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Pricing Decisions; title: Introduction; title: Concept of Pricing; title: Price and Non-price Competition; title: Factors Affecting Pricing Decisions; title: Pricing Decision Framework; title: Pricing Methods; title: Cost-based Pricing; title: Demand-based Pricing; title: Competition-based Pricing; title: Other Pricing Methods; title: Pricing Strategies; title: Differential Pricing; title: Promotional Pricing; title: Product Line Pricing; title: New Product Pricing; title: Psychological Pricing; title: Unethical Pricing Practices; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Distribution Decisions; title: Introduction; title: Concept of Distribution Channel; title: Design of Distribution Channel; title: Levels of Distribution; title: Types of Distribution Channel; title: Direct Distribution Channel; title: Indirect Distribution Channel; title: Hybrid (Mixed) Distribution Channel; title: Importance and Functions of Distribution Channel; title: Monitoring and Managing Distribution Channel; title: Members of Distribution Channel; title: Concept of Marketing Systems; title: Vertical Marketing System; title: Horizontal Marketing System; title: Wholesalers; title: Types of Wholesalers; title: Functions of Wholesalers; title: Retailers; title: Functions of Retailers; title: Types of Retailing; title: Introduction to Logistics; title: Definition of Logistics; title: Types of Logistics; title: Warehouse Management System; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Communication Mix in Marketing; title: Introduction; title: Concept of Communication; title: Types of Communication; title: Verbal Communication; title: Nonverbal Communication; title: Written Communication; title: Visual Communication; title: Concept of Integrated Marketing Communication; title: Advertising; title: Direct Marketing; title: Personal Selling; title: Public Relations; title: Sales Promotion; title: Marketing Communication Process; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Marketing Strategies; title: Introduction; title: Concept of Marketing Strategies; title: Porter’s Generic Strategies; title: Porter’s Five Forces Model; title: Marketing Warfare Strategy; title: Goal Attacking Strategy; title: Market Expansion Strategies; title: Expansion through Concentration; title: Expansion through Integration; title: Expansion through Diversification; title: Expansion through Cooperation; title: Expansion through Internationalization; title: Expansion through Digitalization; title: Boston Consulting Group Matrix; title: GE Nine Cell Matrix; title: Ansoff’s Product-Market Growth Strategy; title: Strategies Adopted by Different Marketers; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Neo-Marketing Trends; title: Introduction; title: Introduction to Web-based Marketing; title: Web Tools used for Web-Based Marketing; title: Benefits of Web-Based Marketing; title: Network Marketing Management; title: Multilevel Marketing; title: Customer Relationship Management; title: Green Marketing Management; title: Event Marketing Management; title: Opportunities in Event Marketing; title: Sponsorship; title: Cause-related Marketing Management; title: Rural Marketing Management; title: Four A’s of Rural Marketing; title: Scope of Rural Marketing in India; title: Global Marketing Management; title: Advantages and Disadvantages of Global Marketing; title: Global Opportunities and Challenges; title: Marketing for Nonprofit Organizations; title: Types of NPO; title: Functions of NPO; title: Customer Relationship Marketing; title: Customer Life Cycle; title: Consumerism; title: Summary; title: Key Terms; title: Exercise; title: Multiple Choice Questions; title: Short Answer Type Questions; title: Long Answer Type Questions; title: Index