Publisher Description

The primary focus of this book is on building up a conceptual framework for developing marketing strategies for the corporate enterprise. The book offers an insight into each facet of the marketer's role in relationship to an organization. It highlights the knowledge, the skills and the competencies necessary for marketers to succeed in today's competitive world, and bridges the gap between the theory of marketing and the realities of the high-tech market.This new edition includes comprehensive coverage of the funda-mentals of marketing and a discussion on market-focused business strategy. It offers several case study scenarios that let students analyse decisions and practices of marketing wisdom. There is a series of chapter vignettes on contemporary issues in marketing. Chapter-end self-testing material includes a summary, numerous review questions and several discussion questions to help students understand the major concepts and tools of marketing.This book is primarily written for postgraduate students of Business Administration (MBA) for courses in Principles of Marketing/Marketing Management.This book can also be used to advantage by undergraduate students of Business Administration (BBA) for courses in marketing, and by students of engineering where an elective course on Marketing Management is prescribed.

Author Biography

M. GOVINDARAJAN, Ph.D. (Marketing), formerly Assistant Professor, Anna University, Chennai has more than twenty years experience in teaching marketing and related subjects to both postgraduate students of Business Administration and undergraduate students of Engineering disciplines. A member of System Dynamics Society of India, Dr. Govindarajan is the author of three other books including Engineering Ethics (2005) and Principles of Management (2005) published by Prentice-Hall of India, New Delhi.

Table of Contents

Preface.; 1. Understanding the Basics of Marketing.; 2. Classification of Goods, Customers and Markets.; 3. Consumer Buying Behaviour.; 4. Market Segmentation.; 5. Product Pricing.; 6. New Product Planning and Development.; 7. Marketing Planning and Strategy Formulation.; 8. Advertising and Sales Promotion.; 9. Marketing Research.; 10. Distribution Channels.; 11. Marketing Control.; 12. Brand Management. Suggested Reading. Index.

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