Marketing Management: Concepts, Cases, Challenges and Trends
Author:   Madabusi Govindarajan
Publisher:   PHI Learning
Edition:   2nd Revised edition
ISBN:  

9788120332591


Pages:   332
Publication Date:   August 2007
Format:   Paperback
Availability:   In Print   Availability explained
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Marketing Management: Concepts, Cases, Challenges and Trends


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Author:   Madabusi Govindarajan
Publisher:   PHI Learning
Imprint:   Prentice-Hall of India Pvt.Ltd
Edition:   2nd Revised edition
ISBN:  

9788120332591


ISBN 10:   8120332598
Pages:   332
Publication Date:   August 2007
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

Preface.; 1. Understanding the Basics of Marketing.; 2. Classification of Goods, Customers and Markets.; 3. Consumer Buying Behaviour.; 4. Market Segmentation.; 5. Product Pricing.; 6. New Product Planning and Development.; 7. Marketing Planning and Strategy Formulation.; 8. Advertising and Sales Promotion.; 9. Marketing Research.; 10. Distribution Channels.; 11. Marketing Control.; 12. Brand Management. Suggested Reading. Index.

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Author Information

M. GOVINDARAJAN, Ph.D. (Marketing), formerly Assistant Professor, Anna University, Chennai has more than twenty years experience in teaching marketing and related subjects to both postgraduate students of Business Administration and undergraduate students of Engineering disciplines. A member of System Dynamics Society of India, Dr. Govindarajan is the author of three other books including Engineering Ethics (2005) and Principles of Management (2005) published by Prentice-Hall of India, New Delhi.

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