000			03086nam a22002057a 4500
003			CUTN
005			20240404153216.0
008			240404b |||||||| |||| 00| 0 eng d
020			_a9788126548521
041			_aEnglish
082			_a658.8 _bCAP
100			_aCapon, Noel.
245			_aManaging Marketing : _bA Concise Approach / _cNoel Capon, Siddharth Shekhar Singh (Author)
260			_aNew Delhi : _bWiley India Pvt Ltd, _c2015.
505			_tPreface Acknowledgments Concluding Statement Section I: Marketing and the Firm Chapter 1: Introduction to Managing Marketing Chapter 2: The Value of Customers Section II: Fundamental Insights for Strategic Marketing Chapter 3: Market Insight Chapter 4: Customer Insight Chapter 5: Insight about Competitors, Company and Complementers Chapter 6: Marketing Research Transition to Strategic Marketing Section III: Strategic Marketing Imperative 1: Determine and Recommend Which Markets to Address Chapter 7: Identifying and Choosing Opportunities Imperative 2: Identify and Target Market Segments Chapter 8: Market Segmentation and Targeting Imperative 3: Set Strategic Direction and Positioning Chapter 9: Market Strategy — Integrating Firm Efforts for Marketing Success Chapter 10: Managing through the Life Cycle Chapter 11: Managing Brands Section IV: Implementing the Market Strategy Imperative 4: Design the Market Offer Part A. Providing Customer Value Chapter 12: Managing the Product Line Chapter 13: Managing Services and Customer Service Chapter 14: Developing New Products Part B. Communicating Customer Value Chapter 15: Integrated Marketing Communications Chapter 16: Mass and Digital Communication Chapter 17: Directing and Managing the Field Sales Effort Part C. Delivering Customer Value Chapter 18: Distribution Decisions Part D. Getting Paid for Customer Value Chapter 19: Critical Underpinnings of Pricing Decisions Chapter 20: Setting Prices Imperative 5: Secure Support from Other Functions Chapter 21: Ensuring the Firm Implements the Market Offer as Planned Imperative 6: Monitor and Control Chapter 22: Monitoring and Controlling Firm Performance and Functioning Section V: Special Marketing Topics Chapter 23: International, Regional, and Global Marketing Chapter 24: Rural Marketing in India Endnotes Answers Glossary Image Credits Index Name Index Company Index Subject Index
520			_aManaging Marketing: A Concise Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing: A Concise Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.
690			_aManagement
700			_aSingh, Siddharth Shekhar.
942			_2ddc _cBOOKS
999			_c42876 _d42876