MARKETING MANAGEMENT - SREEDHARAN NAIR SHAILESH (2018)
Keywords: INTRODUCTION TO MARKETING MANAGEMENT. VALUE CHAIN. MARKETING ENVIRONMENT . MARKETING RESEARCH. STRATEGIC MARKETING PLANNING. MARKETING MIX. CONSUMER BEHAVIOUR. CONSUMER RELATIONSHIP MANAGEMENT. ORGANIZATIONAL BUYING AND INDUSTRIAL MARKETING . MARKETING SEGMENTATION. IDENTIFYING AND ANALYZING COMPETITION. DESIGNING COMPETITIVE STRATEGIES FOR LEADERS, CHALLENGERS, FOLLOWERS AND NICHE, PRODUCT . BRANDING . PACKAGING AND LABELLING . PRICING. LOGISTICS AND SUPPLY CHAIN MANAGEMENT , PROMOTION, SALES PROMOTION, PERSONAL SELLING AND PUBLICITY. PERSONAL SELLING AND DIRECT MARKETING. IMC AS AN INTEGRAL PART OF MARKETING . MARKETING TOOLS AND TECHNIQUE. EMERGING TRENDS IN MARKETING