Synopsis
This book gives emphasis on the latest trends and developments in marketing with stress on the significance of communication between marketing an all the other fields of the business. It introduces successful tactical market planning, and gives examples of market focused, original and customer-drive action. It focuses on customer relationship management, bran building, optional market channels, an international marketing. Topics included are customer satisfaction, strategic planning, consumer markets and behaviour, corn petition dealing, strategies and programmes and managing the sales force.
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Marketing Management
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Marketing Management(Pb)
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Paperback. Condition: New. Language: English. This book gives emphasis on the latest trends and developments in marketing with stress on the significance of communication between marketing an all the other fields of the business. It introduces successful tactical market planning, and gives examples of market focused, original and customerdrive action. It focuses on customer relationship management, bran building, optional market channels, an international marketing. Topics included are customer satisfaction, strategic planning, consumer markets and behaviour, corn petition dealing, strategies and programmes and managing the sales force. About The Author: Amar Jyoti, with seven years of experience in business management, he is presently associated with IGNOU since January 2005 as research associate. He has published various articles in educational magazines and journals. Contents: Contents, Preface ix, 1. Introduction to Marketing 1, Definition of Marketing, Evolution of Marketing, Marketing, Framework, Extending the Traditional Boundaries of Marketing, Functions of Marketing, Creating a Customer, Three Concepts, The, Production Concept, The Selling Concept, The Marketing Concept, Changing, Relationship Marketing, The Societal Marketing Concept, Holistic Marketing Approach, Marketing Mix, The Marketing Mix, Coherency, The Marketing Mix Dynamics, Defining and Delivering, Customer Value and Satisfaction, Value Chain, Benchmarking, Delivery, Network, Conclusion, 2. Marketing Environment 29, Introduction, Environment Analysis, The Structure of the Marketing, Environment, The Micro and Macro Environment, Environmental, Scanning, Macro Environmental Analysis, Demographic Environment, Economic Environment, Government Environment, Legal, Environment, Political Environment, Cultural Environment, Technological Environment, Global Environment, Micro, Environmental Analysis, Consumer, Competitors, Company, Market, Suppliers, Intermediaries, Public, Customer Analysis, Customer, Segmentation, Customer Motivation, Price Sensitivity of Customers, Unmet Needs, Competitor Analysis, Evaluating the Competitors, Understanding the Competitors, Market Analysis, Company Analysis, Modern Complex Marketing System, Advertising Agencies, Marketing, Research Firms, Retailing, Freight Transportation, Direct Marketing, Public Relations Consultancy Firms, Event Management Firms, Conclusion, 3. Changing Marketing Practices 51, Introduction, Customer Concept, Relationship Marketing, Changing, Business Environment, Company Responses and Adjustment, EBusiness, Setting up Websites, Conclusion, vi Marketing Management, 4. Marketing Information System 57, Introduction, MIS, Database, Internal Records, External Sources, Computer Networks and Internet, Data Mining and Data, Warehousing, Marketing Intelligence Systems, Marketing Research, Process, Conclusion, 5. Marketing Process 65, Introduction, Formulation of Marketing Strategy, Marketing Planning, Marketing Programming, Allocating and Budgeting, Marketing, Implementation, Monitoring and Auditing, Analysis and Research, Schematic of Marketing Process, 6. Buyer Behaviour 73, Introduction, Buyer Behaviour, Models of Consumer/Buyer Behaviour, Determinants of Consumer Behaviour, The Consumer Decision, Process, Marketing Channels, Defining Distribution Channels, Flows, in Marketing Channels, Flows in the Marketing Channel, Functions, of Distribution Channels, Channel Structure, Designing Distribution, Channels, Managing Channel Members and their Conflicts, Sources, of Channel Conflicts, Channel Dynamics, 7. Retailers and Wholesalers 93, Introduction, Indian Scenario, Drivers of Change, Functions of, Retailing, Theories in Retail, Retail Life Cycle, Classification of Retail, Formats, Classification Based on Ownership, Classification Based, on Merchandise, NonStore Retailing, Elements of Retail Strategy, Wholesaling, Classification of Merchant Wholesalers, Classification, of Agent Wholesalers, 8. Nature of Marketing Channels 109, Distribution Channels, Flows in Marketing Channels, Functions of, Distribution Channels, Bulkbreaking Function, Bulkaccumulating, Function, Reduction of Transactions by an Intermediary, 9. Structure and Design of Marketing Channels 115, Channel Structure, Typical Channel Structure for Consumer Goods, B2B Marketing Channels, Designing Distribution Channels, Managing, Channel Members and their Conflicts, Channel Dynamics, 10. Product Decisions 127, Overview, Significance of Marketing Mix, Concept of a Product, Strategy Stances, Product Classification, Durability and Tangibility, Consumer Goods Classification, Industrial Goods Classification, Useful Decisions for Products Management, Considerable Factors, CONTENTS: vii, in Organizing for Product Management, Role of Products Manager, Summary, Packaging Decisions, The Future of New Products, Management, Pattern of Growth, 11. Promotion Decision 169, Overview, Promotion Mix, Advertising Decision, Significance, Advertisement and Sales Promotion, Developing the Advertising, Programme, Advertising Goals, Advertising Agency, Functions of, Ad Agencies, Measuring Advertising Effectiveness, Communication, Effect Research, Direct Rating, 12. Pricing Decisions 185, Introduction, Product costs, Customer Value, Factors affecting price, decisions, Pricing Objectives and Approaches, Pricing objectives, General Pricing Approaches, Pricing Policies and Constraints, Procedure for a Pricing Policy, Pricing and Product Life Cycle, Pricing, in Industrial (B2B) Markets, Pricing on the Internet, Pricing Methods, New Product Pricing Strategies, ProductMix pricing, 13. Integrated Marketing Communication 217, Introduction, Marketing Communication, Meaning, Marketing, Communication Mix, The Elements of the Promotional Mix, Nature, of Promotional Tools, Promotion is an Act of Communication, Objectives of Promotion, The Communication Process, Elements of, the Communication Process, A Brief Promotional Decisions Integrated, Marketing Communications, Promotional Decisi. Seller Inventory # PB1111008612908
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