000			02189nam a22001817a 4500
999			_c74021 _d74021
020			_a9789325982406
082			_a658 Ar84 M _b102831
100			_aArun Kumar
245			_aMarketing Management: _bArun Kumar and N Meenakshi
250			_a3rd ed.
260			_aNew Delhi _bVikas _c2016
300			_a668
500			_aIn 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.
505			_aSection-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
650			_aMarketing--Management
650			_aMarketing
942			_cBK