It gives me great pleasure to present the Fifteenth Revised and Enlarged Edition of the book on Sherlekar’s Marketing Management – Concepts and Cases for the benefit of the students, teachers and executives engaged in sales and marketing of products and services. The book covers the full syllabi on marketing of most Indian universities. Thirty Case Studies and Twenty Assignments have been included to enable the students to learn the application of marketing principles.
Sherlekar’s Marketing Management
Salient Features of the Book
— Covers the full syllabi on Marketing of most Indian Universities.
— Contains six new Chapters on
— Recent Trends in Marketing
— Retail Trade
— Integrated Marketing Communication.
— Rural Marketing.
— India: Emerging Market of the World
— Ethics in Marketing.
— Integrated presentation of the text with figures, tables, boxes and short case studies.
— Valuable book for Students who are undergoing Graduate and Post Graduate Studies in Management / Commerce (Full time, Part time and Distance Education) and executives engaged in Sales and Marketing of products and services.
Contents :
1. Nature and Scope of Marketing
2. Recent Trends In Marketing
3. Marketing Management
4. Marketing Environment
5. Market Segmentation, Targeting and Positioning
6. Consumer Behaviour
7. Market Demand and Sales Forecasting
8. Marketing Information and Research
9. Marketing Research Process
10. Marketing Planning and Control
11. Product Management
12. Branding and Packaging
13. Price
14. Managing Distribution Channels
15. Physical Distribution
16. Retail Trade
17. Integrated Marketing Communication
18. Advertising
19. Sales Promotion
20. Sales Management
21. Personal Selling
22. Business Market
23. Marketing of Services
24. Rural Marketing
25. Agricultural Marketing
26. Global Marketing
27. Export Management
28. Social Responsibility
29. Consumer Education, Consumerism and Consumer Protection Act
30. Ethical and Legal Issues in Marketing
Case Studies for Practice
Bibliography
