TY  - BOOK
AU  - Capon, Noel.; Shekhar Singh, Siddharth
TI  - Managing marketing an applied approach
SN  - 9788126548514
U1  - 658.8 CAP 
PY  - 2014///
CY  - New Delhi
PB  - Wiley
KW  - Marketing -- Managing - Marketing
N1  - 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
UR  - http://www.wileyindia.com/managingmarketing.html
ER  -