ISBN 9781259026416,Marketing Management

Marketing Management



Tata McGraw - Hill Education

Publication Year 2013

ISBN 9781259026416

ISBN-10 1259026418


Edition 5th
Number of Pages 840 Pages
Language (English)


Marketing Management: A Strategic Decision Making Approach is authored by V S Ramaswamy, and is recommended for managers and students seeking knowledge regarding marketing management and decision-making. This edition of the book is a collection of information about marketing decision-making, rather than giving only a description of the marketing phenomenon. Chapters have been revised to make the features and layout more presentable. Updated concepts, like Green Marketing, have been discussed in this book. Students can learn to apply strategic tools and decision-making frameworks, in actual businesses or corporate situations from this book. The book is replete with examples and real-life cases of decision-making from real life, ranging from big corporates to small businesses. Such examples give readers a look at the real-life applicability of the various strategies given in the book. The whole book is divided into eight parts. The first part discusses the need of recalibration in marketing and contains topics like Marketing Needs Recalibration and Fundamentals and Value Philosophy of Marketing. The second part discusses marketing environment and covers Marketing Environment of India and Marketing Challenges. The third part discusses marketing strategies and plans and covers Strategic Planning at Corporate Level and Building Competitive Advantage. The fourth part provides knowledge about the selection of markets by consumers and contains topics like Market Segmentation and Targeting with Value Orientation. The fifth part gives information about the creation of product value management. The sixth part talks about delivering value by managing distribution. The seventh part will give you an insight into pricing and promotion by introducing topics such as Pricing to Capture Value and Customer Relationship Management. The last part will tell you about the marketing of services and rural marketing. This fifth edition of Marketing Management: A Strategic Decision Making Approach was published in 2013 by Tata McGraw-Hill Education. The book is available in paperback. Key Features: The book is useful for both professionals, as well as beginners in the field. It is an internet savvy book which contains information regarding developments in communication and distribution, based on internet technology.