Marketing Management: Text And Cases

A textbook that integrates concepts and techniques with demonstrative tables, graphs and case studies and case studies providing an exposure to students to a wide range of managerial situations.About the authordr rajagopal is professor of marketing at monterrey institute of technology and higher education (instituto tecnologico y de estudios superiores de monterrey - itesm) in mexico city. Fellow of the royal society for encouragement of arts, manufacture and commerce, london, he is also associated with many national and international organizations of repute in various capacities. He teaches competitor analysis, marketing strategy, advance selling systems, international marketing, services marketing, new product development and other subjects of contemporary interest to the students of undergraduate, graduate and doctoral programmes. Dr rajagopal holds masters and doctoral degrees in economics and marketing respectively from ravishankar university in india. His specialization is in the fields of marketing management, rural economic linkages and development economics. He has to his credit 25 books on marketing and rural development themes and over 300 research contributions that include published research papers in national and international refereed journals. He has imparted training to senior executives and has conducted over 50 management development programmes. His research contributions have been recognized by the government of mexico.Table of contents conceptualisation marketing management process consumer behaviour marketing mix organisation, control and strategy building services marketing supply chain management and physical distribution sales management, retailing and wholesaling activity scheduling in marketing advertising management marketing research