Marketing Management | 7th Edition | Rajan Saxena & Shruti Saxena

About The Bookthis Comprehensive Text Is An Essential Resource For Understanding The Dynamic World Of Marketing In The Digital Age. Designed To Cater To A Wide Range Of Marketing Courses, This Edition Combines Foundational Concepts With CuttingEdge Strategies To Address Technological Advancements, Evolving Consumer Behaviours, And Emerging Marketing Channels.Written In A Clear, ApplicationFocused Style, The Book Equips Readers With The Tools To Navigate Market Complexities And Drive Impactful Results.Salient Featuresnew Chapters On The Indian Market And Digital Marketing Expanded Coverage Of Digital Media Communication And Content Strategy Every Chapter Begins With Marketing In Action Showcasing RealWorld Indian Examples Insights Into DataDriven Marketing And Big Data Applications Focus On Sustainable Marketing Practices And Consumer Values Updated Data And Statistics Across All Chaptersnew To This Editiontwo New Chapters Added: Indian Market Covers: Changing Dynamics Of The Market Demographic And Geographical Shifts Demand Expansion And Contraction Growth In Online Stores And Storefronts Digital Marketing Covers: Role Of Data And Metrics In Digital Marketingextensively Updated Marketing Opportunity Chapter: Forces Defining Marketing Opportunity In India Changing Demographic Structure Of Different Geographies Including CovidDriven Reverse Migration And Shifting Demand Structures Technology Market Segments Based On Adoption Of Digital Technologies Regulations & Government Policy Including: Evolving Ev Market Digital Currency Growth Demonetization Aadhaar Card For Government And HighValue Transactions Smart City, Digital India, And Startup India Schemes Competition Large And Small Companies, Startup Firms, Global Firmsother Key Updates: Integrated Marketing Communication Chapter Updated To Include Digital Marketing Communication Marketing Research Chapter Retitled As Research For Marketing Insights Now Includes Statistical Tools Used In Data Analysis And A Discussion On Marketing Analyticsweb Supplementsinstructor Resources Available Online Through McgrawHill Connect: Powerpoint Presentationsstudent Resources: Additional Readings Online Chapters Exercisestable Of Contentssection 1 The Changing Context Of Marketing Managementchapter 1: Marketing Management Today Chapter 2: Indian Market Chapter 3: Digital Marketing Chapter 4: Know The Customer Chapter 5: Competition Analysissection 2 Preparing For The Marketchapter 6: Market Opportunity Analysis Chapter 7: Marketing Research And Information Systems Chapter 8: Consumer Behaviour Chapter 9: Organizational Customer Chapter 10: Segmenting The Market, Targeting And Positioningsection 3 Creating Value For Customerchapter 11: Product Decisions Chapter 12: New Product Decisions Chapter 13: Brand Management Chapter 14: Pricing Decisions Chapter 15: Customer And Product Support Servicessection 4 Communicating The Value Propositionchapter 16: Marketing Communication Chapter 17: Advertising Management Chapter 18: Sales Promotions And Public Relations Chapter 19: Managing The Sales Forcesection 5 Delivering Value To The Customerchapter 20: Managing Distribution Chapter 21: Retail Management Chapter 22: Direct Marketingsection 6 Strategizing For Sustainable Growth And Market Sharechapter 23: Marketing Planning And Strategy Chapter 24: Customer Relationship Management Chapter 25: Services Marketingsection 7 Additional Chapters (Available Online)Chapter 26: Marketing Organization Chapter 27: Performance And Control Chapter 28: Rural Marketing Chapter 29: Global Marketing