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This book applies marketing thinking to the complete spectrum of marketing: core concept & importance, consumer and business markets, theories of retail, communication process, successful approaches to CRM, patterns of market segmentation, and global marketing.
This book focuses on the practical applications of marketing techniques and the management of a firm’s marketing resources and activities. It presents a framework for analyzing buyer behaviour and managing personal communication. The core objective of this book is to provide clear views on Marketing Management. It includes marketing mix and basics of marketing as its main part. It contains examples as well as case studies, self assignments which make it suitable for undergraduate as well as for postgraduate level streams.

  • Marketing and its Environment 
  • Green Marketing 
  • Marketing Research and Buyer Behaviour 
  • Market Segmentation and Marketing Mix 
  • Product Management 
  • Pricing Strategies 
  • Distribution and Public Policy 
  • Marketing Communication and Promotional Strategies 
  • Marketing of Services 
  • Managing Personal Communication 
  • Rural Marketing 
  • Rural Consumer Behaviour 
  • Word-of-Mouth(WOM) Communication 
  • International & Global Marketing Management 
  • Product Life Cycle 

    It also contains: 
  • 60 self assignments for practice 
  • 75 case studies 
  • Exhaustive bibliography 
  • S. Ramesh :- S. Ramesh is Professor and Dean, Faculty of Commerce and Management Studies, Post-Graduate Centre, Mount Carmel Autonomous College. He is an M.Com; M.Phil and a Ph.D. in Management from Bangalore University. He has authored 15 books, published several res

    C.S. Jayanthi Prasad :- C.S. Jayanthi Prasad is Associate Professor, School of Management Studies, Jaya Prakash Narayan College of Engineering, Mahabubnagar, Andhra Pradesh. He completed his M.Com from Osmania University and MBA with specialization in Marketing from Dr. BRAOU Hyderabad. He has 9 years of teaching experience. He is the coordinator for EDC cell in JPNCE.


Book DETAILS
Book Full NameMarketing Management
Author NameS. Ramesh & C.S. Jayanthi Prasad
PublisherI.K INTERNATIONAL PUBLISHING HOUSE
EditionLATEST
CategoryBU - PRESCRIBED

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Marketing Management By Ramesh and Jayanthi Prasad , I.K INTERNATIONAL PUBLISHING HOUSE

  • Product Code: BCOM1MSMP8
  • Availability: In Stock
  • Rs. 445.00
  • Rs. 380.00
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Tags: marketing, management, ramesh, and, jayanthi, prasad, i.k, international, publishing, house, for, customer, value