Marketing management / K. Karunakaran.

Format:

Book

Author/Creator:

Karunakaran, K.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

1 online resource (439 p.)

Edition:

2nd rev. & enl. ed.

Place of Publication:

Mumbai [India] : Himalaya Pub. House, 2008.

Language Note:

English

Contents:

COVER ; Contents ; Introduction to Marketing; Understanding the Marketing Environment; Market Segmentation, Targeting and Positioning ; Buyer Behaviour (Consumer Behaviour); Marketing Research; Demand Measurement and Sales Forecasting; Product Decisions; The New Product Development Process; The Concept of Product Life Cycle (PLC); Services Marketing; Pricing Decision and Strategies; Distribution Decisions; Marketing Communications; Personal Selling and Sales Force Management ; Customer Relationship Management (CRM) ; Marketing Planning; Rural Marketing; Consumerism; Retail Management

Global MarketingInsurance Marketing; E-Marketing; New Horizons in Marketing; Indian Marketing Environment; Competition Analysis and Strategic Response; Event Marketing; Marketing Information System (MkIS); Case Studies; Bibliography

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

1-64287-605-4

1-282-80395-6

9786612803956

1-4416-7239-7

OCLC:

940439543