Marketing management: corporate insights, best practices and case studies. / Arun Kumar, N. Meenakshi - 2nd ed. - New Delhi: VIKAS Publishing, 2011. - xviii, 942 p. : ill.;
Includes bibliographical references and index.
Contents: Fundamentals of marketing -- Marketing research -- marketing environment -- Consumer behaviour -- Segmentation and targeting -- Positioning -- Project management -- Brand management -- Management innovations -- Pricing strategy -- Distribution -- Retailing -- Integrated marketing communication -- Advertising management -- Competitive marketing strategy -- Direct marketing -- Internet marketing -- Personal selling and sales managemtn -- Business marketing -- Marketing services -- International marketing -- Marketing for non-profit organizations -- Rural marketing --
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Nonprofit organizations-- Marketing.
Nonprofit-Organisation.
Nonprofit--Marketing
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