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| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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ta |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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180615t20182021ii a grb 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9789352807383 |
| Terms of availability |
Rs. 995.00 |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
IMU Kochi Library |
| Language of cataloging |
eng |
| 041 0# - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
eng |
| 044 ## - COUNTRY OF PUBLISHING/PRODUCING ENTITY CODE |
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| MARC country code |
India |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
658.8 |
| Item number |
R1418 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ramaswamy, V. S. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing management : |
| Sub Title |
Indian context, global perspective / |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
6th Ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New Delhi : |
| Name of publisher, distributor, etc |
Sage Publications India Pvt Ltd, |
| Date of publication, distribution, etc |
2018, reprinted 2021 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xlix, 798 p. : |
| Other physical details |
col. ill. ; |
| Dimensions |
28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
Understanding marketing as a value delivering task -- Studying marketing environment -- Contemporary Indian marketing environment -- Developing marketing strategy and plans -- Strategic planning at corporate level and marketing planning at business level -- Formulating marketing strategy -- Analysing industry and competition -- Differentiating and positioning the market offering -- Analysing consumers and selecting markets -- Consumer behaviour and buying-decision process -- The Indian consumer -- Segmentation and targeting for maximising customer value -- Creating customer value : managing the product -- Product management : the fundamentals -- Managing brands and building brand equity -- Introducing new products and innovations -- Marketing of services -- Delivering customer value : managing distribution -- Managing distribution logistics -- Designing and managing marketing channels -- Retailing : perspective of the retailer/retail chain -- Direct marketing and digital marketing -- Communicating customer value : integrated marketing communications -- Managing mass communications : advertising, sales promotion and digital communications -- Managing personal communications : personal selling and sales management -- Customer relations management (CRM) -- Capturing customer value -- Pricing -- Supporting and controlling the marketing effort -- MIS and marketing research -- Demand forecasting and marketing control -- A special field in Indian marketing -- Rural marketing in India : potential, challenges and strategies -- Notes -- References -- Index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing |
| Geographic subdivision |
India |
| General subdivision |
Management |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Namakumari, S. |
| Relator term |
Joint Author |
| 852 ## - LOCATION/CALL NUMBER |
|---|
| Location |
IMU Kochi Library |
| 904 ## - LOCAL DATA ELEMENT D, LDD (RLIN) |
|---|
| CATALOGER |
Rudra Ranjan |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) |
|---|
| VERIFIER |
Rudra Ranjan |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Item type |
Books |
