| 000 | 02270nam a2200157Ia 4500 | ||
|---|---|---|---|
| 020 | _a9788126548514 | ||
| 082 | _a658.8 CAP | ||
| 100 | _aCapon, Noel.; Shekhar Singh, Siddharth | ||
| 245 | _aManaging marketing an applied approach | ||
| 260 |
_c2014 _bWiley _aNew Delhi |
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| 300 |
_b 28cm ; Pbk _axxviii, 677 +113 p. |
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| 505 | _aSection 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 | ||
| 650 | _aMarketing -- Managing - Marketing | ||
| 700 | _ahttp://www.wileyindia.com/managingmarketing.html | ||
| 942 | _cBK | ||
| 999 |
_c96771 _d96771 |
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