| Modern Marketing Management | |
| Authors: M. Govindarajan | ISBN:
978-81-7319-316-3 |
About the book The present book attempts to bridge the gap between the theory of marketing and reality. l Focuses on building a conceptual framework for developing marketing strategies l Highlights the sweeping economic reforms and their impact on the opening up of markets to foreign companies | |
Key Features |
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Table of content Preface / Acknowledgent / List of Tables / List of Figures/ List of Exhibits / Introduction / Classification of Goods, Customers and Markets / Consumer Buying Behavior / Market Segmentation / Product Pricing / New Product Planning and Development / Marketing Planning and Strategy Formulation / Advertising and Sales Promotion / Marketing Research / Distribution Channels / Marketing Control / Brand Management / Epilogue / Suggested Reading Audience Postgraduate students of Business Adminstration. | |
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