Marketing management : text and cases / By R L Varshney and S L Gupta.

By:

Varshney, R L

Contributor(s):

Gupta, S L

Material type: Text

TextPublication details: New Delhi : Sultan Chand and Sons , 2016.Edition: 3rd edDescription: xxvi,1185p. ; PB 24 CmISBN:

9788180545894

Subject(s):

DDC classification:

3 658.8 VARR

Contents:

Contents : Understanding the Marketing Concepts Developing Marketing Strategy & Selecting Target Markets Understanding Consumer & Consumer Behaviour Understanding the Product Concepts Pricing Decisions Distribution Management Decisions Advertising & Sales Promotion Decisions Managing Sales Force Managing Marketing of Services Understanding the New Marketing Concepts Appendices

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Book	St Aloysius Institute of Management & Information Technology Marketing	MBA	658.8 VARR (Browse shelf(Opens below))	Available	MBA15083
Book	St Aloysius Institute of Management & Information Technology Marketing	MBA	658.8 VARR (Browse shelf(Opens below))	Available	MBA15084

Total holds: 0

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Written in a lucid style, the book has more than a thousand Indian examples at appropriate places. It also contains a number of Indian cases and live situations.

In the new edition, the text has under gone exhaustive revision and substantial value addition, through 51 well structured chapters arranged in 10 units. It covers more than 150 applications- oriented exercises, 80 case studies and 1000 examples to reflect the latest developments. In this edition, we have not only revised and updated all the earlier chapters but also added 25 chapters.

The content of the book makes it equally useful for both basic and advanced courses in Marketing Management. It is Indispensible for students of MBA, M.Com, MBE, BBA, BBS, B.Com, PGDBM, PGDMM and Practicing Marketing Manager. It is a valuable reference source for Marketing Organizations.

Contents :

Understanding the Marketing Concepts
Developing Marketing Strategy & Selecting Target Markets
Understanding Consumer & Consumer Behaviour
Understanding the Product Concepts
Pricing Decisions
Distribution Management Decisions
Advertising & Sales Promotion Decisions
Managing Sales Force
Managing Marketing of Services
Understanding the New Marketing Concepts
Appendices

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