Indian marketers today are excited and are facing challenges because of technology intensive, hyper competitive global business environment prevailing in the country. Their challenge is to take sound marketing decision in a complex environment. The student community who are interested in marketing career will also face the same challenges. These may be in a more complex situation, as it takes time for them to enter into career. This title “Marketing Management” provides them an opportunity to develop the skills necessary to meet the challenges.
Though this is a basic work on theories, concepts and principles of Marketing Management, students are promoted in this work to assume the role of marketing executive. It also reflects the rapidly changing technological context of marketing decisions taken by Indian companies. Many companies have resorted to Tele-marketing and web marketing. Students will also be benefitted by the integrated approach presented in this title relating to marketing products of small and medium (SMEs) size enterprises. Graded questions are also given at the end of each chapter for self-study and better understanding of the theme of this title.
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