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Marketing management : Indian context, global perspective /

By: Ramaswamy, V. S.
Contributor(s): Namakumari, S [Author].
Material type: TextTextPublisher: New Delhi : Sage Publications India Pvt Ltd, 2018, reprinted 2021Edition: 6th Ed.Description: xlix, 798 p. : col. ill. ; 28 cm.ISBN: 9789352807383.Subject(s): Marketing -- India -- ManagementDDC classification: 658.8
Contents:
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.
List(s) this item appears in: BBA-LRE First Semester Textbooks
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Item type Current location Collection Call number Status Notes Date due Barcode
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006503
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006504
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006505
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006506
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006507
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006508
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006509
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006510
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006511
Books Books IMU Kochi Library
General Stacks 		Management Studies 658.8 R1418 (Browse shelf) Available Gen. Shelf-39, Row-4 BK006345

Includes bibliographical references and index.

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.

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