Modern Marketing Management : Principles and Techniques

Contents: Foreword. Preface. 1. The foundation of marketing. 2. The changing environment for marketing. 3. Strategic marketing, planning and forecasting. 4. Marketing research and Marketing Information System. 5. Understanding consumer buying behaviour. 6. The marketing mix and management process. 7. Market segmentation and market targeting. 8. Developing and managing products. 9. Physical distribution management. 10. Understanding the quality and customer service. 11. Understanding the pricing policies and strategies. 12. Retailing and wholesaling. 13. Promotional strategies and process. 14. Social responsibility, consumerism and ethics. 15. Role of advertising in marketing. 16. Public relations and sales promotion. 17. Marketing planning, strategies, audit and control. 18. International marketing. 19. Rural and global marketing in India. 20. Online marketing. Leading cases to modern marketing management. Glossary. Index.

"Modern Marketing Management plays a vital role in the current marketing environment. Marketing principles are explained in the chapter Foundations of Marketing. The book emphasises the practical aspects of the subject as well as the concepts.

The straightforward approach and balanced treatment of topics makes the book ideal for those who need to gain a thorough understanding of the fundamentals of marketing. Sufficient number of figures and comparative tables have been provided throughout the book for a better appreciation of typical business concepts. A student of marketing should also have a proper idea of the special issues involved in international marketing.

A glossary of marketing terms, and subject-index has been made even more student-friendly with text, illustrations and diagrams.

The authors have tried to keep the language very simple, lucid and racy -- so that you are inspired to read on. Every effort has been made to present the discussion is clear, and in systematic manner.

The presentation of each chapter has been made more logical, starting with basic issues of each topic and then moving on to refined matters. At the end of each chapter, review questions have been given for the better preparation for the students." (jacket)