Publisher's Synopsis
This book is appropriate as a core textbook for Marketing Management in Post Graduate programmes including MBA. The text provides right from the basics in Marketing to Analysis and Application of Strategic Tools in Marketing Management.Core FeaturesStructure :Six parts with 20 chaptersObjective: Make the readers to understand marketing theory & concepts and prepare them as tomorrow`s marketing managers, academicians etc.,Style: Simple and lucid style to understand theory and concepts with live corporate examples.Focus: As core text book to post graduate students-MBA, M Com, M A, M Tech etc.Delighting Features (Value Addition)v Each part underlies a specific objective.v Each chapter starts with a marketing profile of leading corporate house with web address. This enables the reader to understand what is a corporate house, what are their businesses, what are their marketing and operating philosophies,v Summary of each chapter makes the reader to grasp the chapter contents with easy effort.v Each chapter has questions for discussion, preparing the students well for examination.v Each chapter ends with practical exercises for critical analysis and thinking which makes the reader to think critically.v Case Studies lead the reader to improve his/her analytical skills and practical knowledge.Contents Include:Unit I "Emerging Global Trends in Marketing"/A Review of Current Trends in Global Economic and Marketing Environment/MNCs and their Strategies/Unit II Basics in Marketing Management/From Barter to Complex Marketing-A Historical Perspective/Marketing?Core concepts, Scope and as a Discipline/Marketing?Functions, Tasks and Philosophies/Unit III Basics in Strategic Marketing/The Company`s Marketing Environment/Corporate Strategic Planning and Marketing/Research For Marketing Infor
