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Tags: Marketing Management, Introduction to Marketing, Marketing Research, Green Markeitng, Target Markets, Segmentation, Analyzing Consumer Markets, Marketing Mix, Customer Satisfaction, Product Life Cycle, PLC, Product Pricing, Price wars, S. Ramesh, S. Ramesh books

Marketing Management

Author : S. Ramesh

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.

Introduction to Marketing
Concepts of Markeitng
Green Markeitng/Marketing Research
Segmentation/Target Markets
Analyzing Consumer Markets
Marketing Mix/ Customer Satisfaction
PLC (Product Life Cycle)
Product Pricing
Price wars
Services

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
60 self assignments for practice
75 case studies
Exhaustive bibliography

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