THEORY AND PRACTICE RUDANI, R. B. creator text NEW DELHI S CHAND 2014 monographic 468 MARKETING MANAGEMENT . INTRODUCTION TO MARKETING 1 – 42 2. EMERGING ISSUES IN MARKETING 43 – 66 3. MARKETING ENVIRONMENT AND DEMAND FORECASTING 67 – 81 4. CONSUMER BEHAVIOR AND MARKET SEGMENTATION 82 – 119 5. PRODUCT DECISIONS 120 – 152 5.1. PRODUCT-RELATED STRATEGIES 153 – 174 6. PRICING DECISIONS 175 – 189 7. MARKET PROMOTION MIX 190 – 198 7.1. ADVERTISING 199 – 235 7.2. PERSONAL SELLING AND SALES FORCE MANAGEMENT 236 – 262 7.3. SALES PROMOTION 263 – 268 7.4. PUBLICITY AND PUBLIC RELATIONS 269 – 283 8. PHYSICAL DISTRIBUTION AND CHANNEL OF DISTRIBUTION 284 – 305 9. MARKETING INFORMATION SYSTEM AND MARKETING RESEARCH 306 – 341 10. RURAL MARKETING 342 – 357 11. MARKETING OF SERVICES 358 – 264 12. ELEMENTS OF RETAILING 365 – 387 13. INTERNATIONAL MARKETING 388 – 399 14. MARKETING CONTROL 400 – 413 15. ANALYSING COMPETITION 414 – 430 16. CASE STUDY – MARKETING CASES AND ANALYSIS 431 – 448 17. PROJECT REPORT IN MARKETING – PRACTICAL STUDY 449 – 469 BIBLIOGRAPHY 658.8,RUD 9788121931687