TY  - BOOK
AU  - Arun Kumar
TI  - Marketing Management: Arun Kumar and N Meenakshi
SN  - 9789325982406
U1  - 658  Ar84 M 
PY  - 2016///
CY  - New Delhi
PB  - Vikas
KW  - Marketing--Management
KW  - Marketing
N1  - In today's socially networked and highly competitive world, it is imperative that marketers are always truthful because customers eventually find out if they have been misled. This can lead to their angst with the company going viral, thereby destroying the company's reputation. Marketing Management advocates 'marketing based on absolute truth'.
Also brand image is sensitive to market sentiments. Brands can be in danger: one wrong product or one shoddy campaign can destroy a brand built over years. Companies must align everything that they do with the core spirit of their brands.
Further, when everything seems to go digital, it is important that marketers keep in mind that customers are primarily interested in their products/services. The book advocates that superior products and services will always be central to marketing; Section-1: Fundamentals of Marketing • Fundamentals of Marketing • Marketing Research • Marketing Environment • Consumer Behaviour

Section-2: Selection of Markets • Segmentation and Targeting • Positioning

Section-3: Product Decisions • Product Management • Brand Management • Management of Innovations

Section-4: Pricing Decisions • Pricing Strategy

Section-5: Distribution Decisions • Distribution • Retailing

Section-6: Communication Decisions • Integrated Marketing Communication • Advertising Management

Section-7:  Impact of Competition on Strategy • Competitive Marketing Strategy

Section-8: Reaching Consumers Directly • Direct Marketing • Internet Marketing • Personal Selling and Sales Management

Section-9: Analysing Marketing • Business Marketing • Marketing of Services • International Marketing • Marketing for Non-Profit Organization • Rural Marketing
ER  -