Capon, Noel.; Shekhar Singh, Siddharth <br/><br/>
Managing marketing an applied approach 

 - New Delhi  Wiley  2014 
 - xxviii, 677 +113 p.   28cm ; Pbk 
<br/><br/>Section I: Marketing and the Firm <br/>Chapter 1: Introduction to Managing Marketing <br/>Chapter 2: The Value of Customers <br/><br/>Section II: Fundamental Insights for Strategic Marketing <br/>Chapter 3: Market Insight <br/>Chapter 4: Customer Insight <br/>Chapter 5: Insight about Competitors, Company, and Complementers <br/>Chapter 6: Marketing Research <br/>Transition to Strategic Marketing <br/><br/>Section III: Strategic Marketing<br/>Imperative 1: Determine and Recommend<br/>Which Markets to Address<br/>Chapter 7: Identifying and Choosing Opportunities <br/>Imperative 2: Identify and Target Market Segments<br/>Chapter 8: Market Segmentation and Targeting<br/>Imperative 3: Set Strategic Direction and Positioning<br/>Chapter 9: Market Strategy - Integrating Firm Efforts for Marketing Success<br/>Chapter 10: Managing through the Life Cycle <br/>Chapter 11: Managing Brands <br/><br/>Section IV: Implementing the Market Strategy<br/>Imperative 4: Design the Market Offer<br/>Part A. Providing Customer Value<br/>Chapter 12: Managing the Product Line<br/>Chapter 13: Managing Services and Customer Service <br/>Chapter 14: Developing New Products<br/><br/>Part B. Communicating Customer Value<br/>Chapter 15: Integrated Marketing Communications <br/>Chapter 16: Mass and Digital Communication<br/>Chapter 17: Directing and Managing the Field Sales Effort<br/><br/>Part C. Delivering Customer Value<br/>Chapter 18: Distribution Decisions <br/><br/>Part D. Getting Paid for Customer Value<br/>Chapter 19: Critical Underpinnings of Pricing Decisions <br/>Chapter 20: Setting Prices <br/><br/>Imperative 5: Secure Support from Other Functions<br/>Chapter 21: Ensuring the Firm Implements the Market Offer as Planned<br/><br/>Imperative 6: Monitor and Control<br/>Chapter 22: Monitoring and Controlling Firm Performance and Functioning <br/><br/>Section V: Special Marketing Topics<br/>Chapter 23: International, Regional, and Global Marketing<br/>Chapter 24: Rural Marketing in India <br/><br/>Endnotes  
<br/><br/><label>ISBN: </label>9788126548514 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing -- Managing - Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8 CAP