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 --