includes index

"Contents: Block 1: Introduction to marketing -- Chapter 1: introduction -- Chapter 2: creating and delivering customer value -- Block 2: Analyzing market opportunities -- Chapter 3: marketing planning -- Chapter 4: demand measurement and forecasting -- Chapter 5: marketing information system and marketing research -- Chapter 6: the environment for marketing decisions -- Chapter 7: Indian marketing environment -- Chapter 8: consumer behavior -- Chapter 9: organizational buyer behavior -- Chapter 10: Market segmentation, targeting and positioning -- Block 3: Product and brand management decisions -- Chapter 11: Managing the product -- Chapter 12: The marketing of services -- Chapter 13: Management of new product development process -- Chapter 14: Managing the product life cycle -- Chapter 15: Managing brands -- Block 4: Pricing decisions -- Chapter 16: Developing pricing strategies and programs -- Chapter 17: Pricing applications -- Block 5: Channel management decisions -- Chapter 18: Managing marketing channels -- Chapter 19: Retail management -- Chapter 21: Channel management and Indian distribution system -- Block 6: Marketing communication decisions -- Chapter 22: Integrated marketing communication -- Chapter 23: Advertising management -- Chapter 24: Sales promotion management -- Chapter 25: Publicity and public relation -- Chapter 26: Sales management -- Chapter 27: Direct marketing -- Block 7: Controlling marketing decisions -- Chapter 28: Marketing organization -- Block 8: Contemporary issues in marketing -- Chapter 29: Non-profit marketing -- Chapter 30: Environmental marketing -- Chapter 31: Rural marketing -- Chapter 32: Global marketing."