Description
New Age International Marketing Concepts and Cases by Rajagopal
In the present environment of increasing global competition, marketing has emerged as the key factor in any commercial enterprise. This book explains the basic principles, strategies and activities involved in marketing management.Starting with the fundamental marketing concepts, the book explains the various dimensions of the entire marketing management process. It then discusses the important element of advertising with reference to the relevant legal provisions. Marketing Research is explained in detail along with Research Design and MIS. Analysis and forecasting of consumer behaviour is discussed next, followed by an analysis of sales management.Relevant case studies drawn from the Indian context have been presented throughout the book to illustrate the basic concepts and strategies. Flow charts and diagrams have also been included for an easier grasp of the discussion.All these features make this book an excellent text for marketing management students. Professionals and consultants would also find it very useful.