Marketing Management

This book gives emphasis on the latest trends and developments in marketing with stress on the significance of communication between marketing an all the other fields of the business. It introduces successful tactical market planning, and gives examples of market focused, original and customer-drive action. It focuses on customer relationship management, bran building, optional market channels, an international marketing. Topics included are customer satisfaction, strategic planning, consumer markets and behaviour, corn petition dealing, strategies and programmes and managing the sales force. About The Author:- Amar Jyoti, with seven years of experience in business management, he is presently associated with IGNOU since January 2005 as research associate. He has published various articles in educational magazines and journals. Contents:- Contents, Preface ix, 1. Introduction to Marketing 1, Definition of Marketing, Evolution of Marketing, Marketing, Framework, Extending the Traditional Boundaries of Marketing, Functions of Marketing, Creating a Customer, Three Concepts, The, Production Concept, The Selling Concept, The Marketing Concept, Changing, Relationship Marketing, The Societal Marketing Concept, Holistic Marketing Approach, Marketing Mix, The Marketing Mix, Coherency, The Marketing Mix Dynamics, Defining and Delivering, Customer Value and Satisfaction, Value Chain, Benchmarking, Delivery, Network, Conclusion, 2. Marketing Environment 29, Introduction, Environment Analysis, The Structure of the Marketing, Environment, The Micro and Macro Environment, Environmental, Scanning, Macro Environmental Analysis, Demographic Environment, Economic Environment, Government Environment, Legal, Environment, Political Environment, Cultural Environment, Technological Environment, Global Environment, Micro, Environmental Analysis, Consumer, Competitors, Company, Market, Suppliers, Intermediaries, Public, Customer Analysis, Customer, Segmentation, Customer Motivation, Price Sensitivity of Customers, Unmet Needs, Competitor Analysis, Evaluating the Competitors, Understanding the Competitors, Market Analysis, Company Analysis, Modern Complex Marketing System, Advertising Agencies, Marketing, Research Firms, Retailing, Freight Transportation, Direct Marketing, Public Relations Consultancy Firms, Event Management Firms, Conclusion, 3. Changing Marketing Practices 51, Introduction, Customer Concept, Relationship Marketing, Changing, Business Environment, Company Responses and Adjustment, EBusiness-, Setting up Websites, Conclusion, vi Marketing Management, 4. Marketing Information System 57, Introduction, MIS, Database, Internal Records, External Sources, Computer Networks and Internet, Data Mining and Data, Warehousing, Marketing Intelligence Systems, Marketing Research, Process, Conclusion, 5. Marketing Process 65, Introduction, Formulation of Marketing Strategy, Marketing Planning, Marketing Programming, Allocating and Budgeting, Marketing, Implementation, Monitoring and Auditing, Analysis and Research, Schematic of Marketing Process, 6. Buyer Behaviour 73, Introduction, Buyer Behaviour, Models of Consumer/Buyer Behaviour, Determinants of Consumer Behaviour, The Consumer Decision, Process, Marketing Channels, Defining Distribution Channels, Flows, in Marketing Channels, Flows in the Marketing Channel, Functions, of Distribution Channels, Channel Structure, Designing Distribution, Channels, Managing Channel Members and their Conflicts, Sources, of Channel Conflicts, Channel Dynamics, 7. Retailers and Wholesalers 93, Introduction, Indian Scenario, Drivers of Change, Functions of, Retailing, Theories in Retail, Retail Life Cycle, Classification of Retail, Formats, Classification Based on Ownership, Classification Based, on Merchandise, Non-Store Retailing, Elements of Retail Strategy, Wholesaling, Classification of Merchant Wholesalers, Classification, of Agent Wholesalers, 8. Nature of Marketing Channels 109, Distribution Channels, Flows in Marketing Channels, Functions of, Distribution Channels, Bulk-breaking Function, Bulk-accumulating, Function, Reduction of Transactions by an Intermediary, 9. Structure and Design of Marketing Channels 115, Channel Structure, Typical Channel Structure for Consumer Goods, B2B Marketing Channels, Designing Distribution Channels, Managing, Channel Members and their Conflicts, Channel Dynamics, 10. Product Decisions 127, Overview, Significance of Marketing Mix, Concept of a Product, Strategy Stances, Product Classification, Durability and Tangibility, Consumer Goods Classification, Industrial Goods Classification, Useful Decisions for Products Management, Considerable Factors, CONTENTS:- vii, in Organizing for Product Management, Role of Products Manager, Summary, Packaging Decisions, The Future of New Products, Management, Pattern of Growth, 11. Promotion Decision 169, Overview, Promotion Mix, Advertising Decision, Significance, Advertisement and Sales Promotion, Developing the Advertising, Programme, Advertising Goals, Advertising Agency, Functions of, Ad Agencies, Measuring Advertising Effectiveness, Communication, Effect Research, Direct Rating, 12. Pricing Decisions 185, Introduction, Product costs, Customer Value, Factors affecting price, decisions, Pricing Objectives and Approaches, Pricing objectives, General Pricing Approaches, Pricing Policies and Constraints, Procedure for a Pricing Policy, Pricing and Product Life Cycle, Pricing, in Industrial (B-2-B) Markets, Pricing on the Internet, Pricing Methods, New Product Pricing Strategies, Product-Mix pricing, 13. Integrated Marketing Communication 217, Introduction, Marketing Communication, Meaning, Marketing, Communication Mix, The Elements of the Promotional Mix, Nature, of Promotional Tools, Promotion is an Act of Communication, Objectives of Promotion, The Communication Process, Elements of, the Communication Process, A Brief Promotional Decisions Integrated, Marketing Communications, Promotional Decisions, Integrated, Marketing Communications, The Changing Communications, Environment, Sustainable Competitive Advantage Based on IMC, Overview of IMC, Summary, 14. Role of Advertising 231, Meaning, Setting Advertising Objectives, Functions of Advertising, Setting the Advertising Budget, Developing Advertising Strategy, Media Selection, Evaluating Advertising, Sales Promotion, Public, Relations, Public Relations Tools, Summary, 15. Concept of Direct Marketing 241, Introduction, Direct Marketing, Direct Marketing Decisions, Direct-, Marketing Objectives, Market Segmentation, Advantages of Direct, Marketing, Direct Marketing Offer and Media, Telemarketing, Summary, 16. Sales Management 249, Introduction, Objectives, Planning Functions, Sales Forecasting, Sales, Budgeting, Selling Policy, Administrative Functions, Salesmen, viii Marketing Management, Training of Salesmen, Control of Salesmen, Remuneration of, Salesmen, Structure of Sales Organization, Geographic Sales, Organization, Product-based Sales Organization, Customer-based, Sales Organization, Activity/Function-based Organization, Hybrid, Sales Organization, Team-based Sales Organization, Organizing and, Managing Size of a Sales Force, Compensation, Summary, 17. Competition Analysis 259, Introduction, Identifying and Analysing Competitors, Design, Competitive Strategies, Market Leader, Market Challenger Strategies, Market Follower Strategies, Market Nicher Strategies, Summary, 18. Marketing Planning 271, Planning, Marketing Objectives, The Marketing Plan, Important, Issues, Organizing, Staffing, Motivating, Control, Future, Corporate, Strategy With the Marketing Team, Medium-Term Planning, Short-, Term Planning, The Marketing Plan, Marketing in the Corporate, Structure, Importance of Customer, Marketing’s Relationship to, Sales, Planning, Characteristics of a Good Plan, Vision, Corporate-, Level Mission, Department-Level Mission, Goals, Strategies and, Tactics, Continuous Planning, Evaluating the Business, Benchmarking, Bibliography 307, Index 315 The Title 'Marketing Management written/authored/edited by Amar Jyoti', published in the year 2009. The ISBN 9789380222097 is assigned to the Hardcover version of this title. This book has total of pp. 332 (Pages). The publisher of this title is GenNext Publication. This Book is in English. The subject of this book is Management. Size of the book is 14.34 x 22.59 cms Vol:-