Marketing Management: Text and Cases

Front Cover
Excel Books India, 2007 - Marketing - 700 pages
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Preface
11
PART 1
11
Chapter
15
Chapter 2
23
Chapter 6
47
Marketing Implementation Control
53
Ethical and Social Issues in Marketing
75
PART
109
Branding Packaging Labelling
281
PART IV
317
Chapter
353
Personal Selling
395
Training Sales Persons
401
Handling Objections
407
Chapter 16
413
PART V
433

Marketing Information Systems MIS
125
Define the Marketing Problem and Set Objectives
132
Quantitative Research
138
Analyse the Information
144
Consumer Behaviour
157
Requirements for Effective Segmentation
199
Behaviouristic Segmentation
206
Product Positioning
212
Writing a Positioning Statement or a Value Proposition
218
PART III
229
Product Concepts
245
Chapter 11
255
PART V
443
Wholesaling and Retailing
471
PART VI
489
PART VI
499
PART
537
PART
539
22
549
PART VIII
577
Chapter 23
587
Internet and Marketing
639
Index
695
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information