Marketing Management

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Tata McGraw-Hill Education, Jun 1, 2005 - Marketing - 819 pages
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Contents

PART
1
Marketing as a Concept
9
Marketing as a Process
20
Summary
32
Value Creation by the Firm
40
Review Questions
46
Techniques for Environmental Scanning
65
Summary
67
Sales Promotion and Brand Image
421
Introduction
423
Selling Theories
428
Summary
435
Summary
448
Channel Levels
454
Identifying Major Distribution Alternatives
460
Logistics Management
469

Stages of Competition
76
Preparing a War Map
85
Summary
91
Chapter
112
Marketing Information Systems
139
Summary
146
Roles in Consumer DecisionMaking
163
Influences on Buyer Behaviour
169
Tools to Study Buyer Behaviour
175
Organizational Buyer vs Household Buyer
183
Influences on Buying Decisions
189
Summary
195
Chapter
221
Tools for Estimating Current Demand
227
Chapter Eleven
233
Product Life Cycle PLC
244
Locating Products or Brands in their Life Cycles
253
Summary
263
Factors Contributing to New Product
273
Chapter Thirteen
295
Brand Valuation
302
Brand Associations
308
The Power of Internet and Brand Management
317
Power Points
319
Pricing Decision Framework
326
Word of Mouth and Publicity
328
Pricing Strategies
333
Internet and Pricing
339
The Marketing Communication Process
345
Chapter Sixteen
371
The Media
378
Online Advertising
394
Good Knight
401
Summary
410
Significance of Sales Promotion
414
Review Questions
475
Information Technology and Retailing
488
What is Direct Marketing
494
MARKETING STRATEGY AND ORGANIZATION
501
StrategyThe Concept
508
Competition Oriented Marketing Strategies
520
Principles of Marketing Warfare
528
Customer Relationship Management Process
539
Summary
544
Approaches to Organizational Structuring
555
Why Organizational Politics
561
References
567
Power Points
578
Chapter Twenty Eight
600
How is Service Quality Measured
607
Chapter Twenty Nine
613
Characteristics of Service Marketing
621
Product Planning
627
Power Points
633
Access more Important than Ownership
639
Chapter Thirty
653
CASES IN MARKETING MANAGEMENT
659
HiTech Systems Distributors Limited
670
HLLJuggernautThe Dilemma of Growth
676
Marketing of MilkAmul
696
Jet Airways
708
Revamping RasnaA Marketing Overhaul Saga
717
CaseS
727
Airtel MagicSelling A Prepaid Cellphone
739
Am ways Indian Network Marketing Experience
750
Exercises
759
Bibliography
775
Author Index
805
Subject Index
813
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