Marketing is a way of doing business. It is all pervasive, a part of everyones job description. Marketing is an expression of a companys character, and is a responsibility that necessarily belongs to the whole company and everyone in it.
About the Author
Arun Kumar is an engineering graduate form IIT, Roorkee, and a management graduate from Faculty of Management Studies, University of Delhi. He has worked for a decade in Escorts Limited. He is presently teaching at NIILM Centre for Management Studies, Greater Noida. He has published several papers in refereed journals.
N Meenakshi has a doctorate from Faculty of Management Studies, University of Delhi and is a post-graduate in International Business from Delhi School of Economics. She is presently teaching at NIILM Centre for Management Studies, Greater Noida. She has published several papers in refereed journals.
Table of Contents
Section 1: Foundations Of Marketing,Fundamentals Of Marketing, Marketing Research, Marketing Environment,Consumer Behaviour, Section 2: Selection Of Markets, Segmentation And Targeting,Positioning, Section 3: Product Decisions,Product Management,Brand Management, Management Of Innovations, Section 4: Pricing Decisions,Pricing Strategy, Section 5: Distribution Decisions, Distribution, Retailing, Section 6: Communication Decisions,Integrated Marketing Communication, Advertising Management, Section 7: Impact Of Competition On Strategy, Competitive Marketing Strategy, Section 8: Reaching Consumers Directly, Direct Marketing, Internet Marketing, Personal Selling & Sales Management, Section 9: Analysing Markets, Business Marketing,Marketing Of Services, International Marketing, Marketing For Non-Profit Organizations,Rural Marketing, Section 10: Long Cases