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ISBN: 978-81-7722-952-3 Pages: 252 Price: Rs. 299/Authors: Prof. P.K. Chopra, Bhawna Mehra, Kogent Learning Solutions Inc.
Book Description The book entitled Marketing Management is authored to cater a wide range of readers, from students and marketing managers to the business researchers, keeping in mind their specific needs and wants. The book offers a comprehensive coverage of core marketing concepts and their dynamics and strategies. Its contemporary, integrated presentation and strategy-based approach extensively cover critical and fundamental topics required to succeed in the professional arena. The summary and end-of-chapter exercises provided in the book facilitate the recapitulation of the essential terms and concepts to enhance the in-depth knowledge and learning experience of the readers. The book also contains concise, lucid, and engaging information supplemented with real-life examples. In addition, it comprises authentic marketing case studies from top MNCs to demarcate its presence among other books.
About the Authors Prof. (Dr.) P. K. Chopra is an eminent academician who holds M. A. (Lucknow Univ.), M. B. A. (Bhopal Univ.) and Ph.D. in management. His areas of specialization include interpersonal skills and marketing communication with prime focus on behavior traits of sales professionals. A blend of practical and academic knowledge with rich cultural values at different executive ladders and levels has made him a connoisseur of conceptual, analytical, administrative, and interpersonal skills. He has a total of 38 years of experience, out of which he has 27 years of corporate experience (including 23 years with an American multinational) and 11 years of academic experience as the Director/ Principal of VNS Institute of Management, Bhopal. Bhawna Mehra is an MBA (major- Marketing minor-International Business) from Gharwal University and has an experience of over 6.5 years in industry and education. She has worked with Glenmark pharma and with Nicholas piramal. She has been associated with NIAM (National Institute of Applied Management, New Delhi) and IICM (Indian Institute of Computers and Management, New Delhi) as a management faculty and currently working as a visiting faculty in Arise Business School affiliated with IMT Ghaziabad. Apart from this, she has won a gold medal as the best female cadet in NCC in 2000. Last but not the least, she likes reading and writing. The proficient team at Kogent Learning Solutions Inc. and Dreamtech Press has seized the market of management books bringing excellent content in management education to the fore. The team is committed to excellence—excellence in quality of content, excellence in the dedication of its authors and editors, excellence in the attention to detail, and excellence in understanding the needs of its readers.
Table of Contents Fundamentals of Marketing » » » » » » » » » »
Concept of Marketing Evolution of Marketing Scope of Marketing Objectives of Marketing Core Concepts of Marketing Marketing Tasks Associated with the Different Demands Philosophies of Marketing Management Marketing Environment Types of Marketing Environment Marketing Mix Elements
Principles and Precepts of Marketing Management » Marketing Research » Segmentation of Market » Target Market Selection Process
Product Decisions » » » » » » » » » »
Concept of Product Product Line Analysis Product Mix Analysis New Product Development New Product Adoption New Product Diffusion Concept of Product Life Cycle Brand Management Product Packaging Product Labeling
Pricing Decisions » » » » » »
Introduction Concept of Pricing Pricing Decision Framework Pricing Methods Pricing Strategies Unethical Pricing Practices
Distribution Decisions » Concept of Distribution Channel » Design of Distribution Channel » Levels of Distribution » Types of Distribution Channel
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» Importance and Functions of Distribution Channel » Monitoring and Managing Distribution Channel » Members of Distribution Channel » Concept of Marketing Systems » Wholesalers » Retailers » Introduction to Logistics » Warehouse Management System
Communication Mix in Marketing » » » »
Concept of Communication Types of Communication Concept of Integrated Marketing Communication Marketing Communication Process
Marketing Strategies » » » » » » » » » »
Concept of Marketing Strategies Porter’s Generic Strategies Porter’s Five Forces Model Marketing Warfare Strategy Goal Attacking Strategy Market Expansion Strategies Boston Consulting Group Matrix GE Nine Cell Matrix Ansoff’s Product-Market Growth Strategy Strategies Adopted by Different Marketers
Neo-Marketing Trends » » » » » » » » » » »
Introduction to Web-based Marketing Network Marketing Management Green Marketing Management Event Marketing Management Cause-related Marketing Management Rural Marketing Management Global Marketing Management Marketing for Nonprofit Organizations Customer Relationship Marketing Customer Life Cycle Consumerism
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