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UNIVERSITY OF AGRICULTURAL SCIENCES

Marketing management : Fundamentals and practices S.K.Kapur

By: Kapur, S.KMaterial type: TextTextLanguage: English Publisher: New Delhi : Oxford & IBH Publishing Co., Pvt. Ltd., 2009Description: xii, 415 p. : figs., 24 cmISBN: 9788120417380; 8120417380Subject(s): Marketing management | Marketing planningDDC classification: 658.8
Contents:
Marketing management: Nature and significance -- Marketing philosophy and various approaches -- The marketing environment and challenges -- Social role of managers: Tasks, responsibilities and obligations -- Strategic planning -- Marketing planning -- Marketing information system and marketing research -- Market segmentation and market targeting -- Analysing markets and buyer behaviour -- Analysing competition -- Measuring and forecasting market demand -- Product: Concept and decisions -- New product development -- Stages of product life cycle -- Managing services -- Pricing decisions -- Managing promotion programme (Marketing Communication) -- Designing and managing advertising programme -- Managing sales promotion and public relations programmes -- Managing the salesforce -- Managing distribution channels -- Managing physical distribution systems -- Controlling marketing perforInternationalrnaitonal marketing.
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Item type Current location Call number Status Date due Barcode
Books Books GKVK Library
658.8 KAP (Browse shelf) Available 144806
Books Books GKVK Library
658.8 KAP (Browse shelf) Available 144807
Books Books GKVK Library
658.8 KAP (Browse shelf) Available 144808
Books Books GKVK Library
658.8 KAP (Browse shelf) Available 144809

Includes index

Marketing management: Nature and significance -- Marketing philosophy and various approaches -- The marketing environment and challenges -- Social role of managers: Tasks, responsibilities and obligations -- Strategic planning -- Marketing planning -- Marketing information system and marketing research -- Market segmentation and market targeting -- Analysing markets and buyer behaviour -- Analysing competition -- Measuring and forecasting market demand -- Product: Concept and decisions -- New product development -- Stages of product life cycle -- Managing services -- Pricing decisions -- Managing promotion programme (Marketing Communication) -- Designing and managing advertising programme -- Managing sales promotion and public relations programmes -- Managing the salesforce -- Managing distribution channels -- Managing physical distribution systems -- Controlling marketing perforInternationalrnaitonal marketing.

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