000			02038 a2200169 4500
999			_c654062 _d654062
008			200102b ||||| |||| 00| 0 eng d
020			_a9789352807383
082			_a658.8 _bRAM.M
100			_aV. S. Ramaswamy and S. Namakumari
245			_aMarketing Management : Indian Context Global Perspective _bV. S. Ramaswamy and S. Namakumari
250			_a6th
260			_bSage Publications India _c2018 _aNew Delhi
300			_axlvii,798 p.
520			_aContents 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			_aMarketing -- India -- Management
942			_2ddc _cB