ISBN 9788189547103,Marketing Management ; Text And Cases

Marketing Management ; Text And Cases


Mukesh Dhunna



Wisdom Publications

Publication Year 2006

ISBN 9788189547103

ISBN-10 8189547100


Number of Pages 342 Pages
Language (English)


The marketors need to create opportunities, identify the profitable areas and practice innovative marketing principles in order that a fair synochonisation of social and commercial considerations in made possible. The book substantially contributes to the mainstream of knowledge on the different areas of marketing which attents to almost all the vital facts of the emerging trends with clarity and perspicacity. The marketing managers, Faculty the students of M.BA, M.Com. B.B.A and other professional Course would find the book useful in many ways. About Author : Dr. Mukesh Dhunna is currently Dean and Director, Institute of Management Studies, Maharashi Dayanand University, Rohtak (Haryana). He holds twin Post Graduate degree in Business Management and Computer Applications and a Doctorate in Business Management. He holds to his credit around 25 years of experience spanning academics and industry. He specializes in the field of Marketing, Quantitative Techniques and Computers. His current areas of interest are eCRM, eCommerce, logistics management and computer applications to management. Contents : Preface Understanding Marketing Marketing Environment Marketing Mix Market Segmentation Demand Measurement and Sales Forecasting Consumer Behaviour Marketing Research Product Planning-An Introduction Branding Decisions Managing New Product Development Managing Product Life Cycle Pacakaging and Support Services Pricing Decisions Channels of Distribution Logistics and Physical Distribution Management Sales Promotion and Avertising Decisions Marketing of Services Rural Marketing-An Introduction Industrial Marketing-An Intorduction