000			02416nam a2200289 a 4500
999			_c2866 _d2866
006			a||||gr|||| 001 0
007			ta
008			180615t20182021ii a grb 001 0 eng d
020			_a9789352807383 _cRs. 995.00
040			_aKO _beng
041	0		_aeng
044			_aii
082	0	0	_223 _a658.8 _bR1418
100	1		_aRamaswamy, V. S.
245	1	0	_aMarketing management : _bIndian context, global perspective / _cV. S. Ramaswamy and S. Namakumari
250			_a6th Ed.
260			_aNew Delhi : _bSage Publications India Pvt Ltd, _c2018, reprinted 2021
300			_axlix, 798 p. : _bcol. ill. ; _c28 cm.
504			_aIncludes bibliographical references and index.
505	0		_aUnderstanding 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	_aMarketing _zIndia _xManagement
700	1		_aNamakumari, S. _eaut
904			_aRUDRA_R
905			_aR_RANJAN
942			_cBK