SAXENA RAJAN creator text NEW DELHI TMH 2013 4TH monographic 263 MARKETING MANAGEMENT PART ONE: THE MARKETING ENVIRONMENT 1. MARKETING MANAGEMENT TODAY 2. THE CUSTOMER 3. THE COMPETITION PART TWO: ASSEMBLING THE MARKETING TOOLBOX 4. MARKETING PLANNING 5. MARKETING RESEARCH AND INFORMATION SYSTEMS 6. CONSUMER BEHAVIOUR 7. ORGANISATIONAL BUYING BEHAVIOUR 8. SEGMENTING AND TARGETING 9. MARKET METRICS AND DEMAND FORECASTING PART THREE: DELIVERING CUSTOMER VALUE 10. PRODUCT MANAGEMENT 11. NEW PRODUCT DECISIONS 12. BRAND DECISIONS 13. PRICING DECISIONS 14. INTEGRATED MARKETING COMMUNICATIONS 15. ADVERTISING MANAGEMENT 16. SALES PROMOTION 17. PERSONAL SELLING 18. MANAGING THE SALES FORCE 19. MANAGING THE DISTRIBUTION FUNCTION 20. RETAIL MANAGEMENT 21. DIRECT MARKETING PART FOUR: CREATING COMPETITIVE ADVANTAGE 22. MARKETING STRATEGY 23. CUSTOMER RELATIONSHIP MANAGEMENT 24. MARKETING ORGANISATION 25. MARKETING PERFORMANCE AND CONTROL PART FIVE: CURRENT ISSUES 26. GLOBAL MARKETING 27. CUSTOMER SERVICE 28. SERVICE MARKETING 29. RURAL MARKETING 30. GREEN MARKETING PART SIX: CASES 1. NANO – A DREAM CAR FOR THE POOR 2. SUNSILK GANG OF GIRLS: HINDUSTAN LEVER LIMITED’S ONLINE SOCIAL NETWORKING INITIATIVE 3. JAGO RE! ONE BILLION PEOPLE 4. FABINDIA – FABRIC OF INDIA 5. NATURAL ICE CREAM 6. WESTERN INDIA LIMITED 7. HLL JUGGERNAUT – THE DILEMMA OF GROWTH 8. SERVICE STANDARDISATION 9. L’OREAL – BUILDING A GLOBAL COSMETIC BRAND 10. AMWAY’S INDIAN NETWORK MARKETING EXPERIENCE 658.8 SAX 9780070144910