Marketing Management by Arun Kumar, Rachana Sharma

Marketing Management covers the syllabi prescribed by various Universities and Management Institutions in India on marketing and sales management. It makes a wide discussion on the topics under marketing management, such as Modern Concept of Marketing; Marketing System and Marketing Process; Marketing Planning and Management; Marketing Decision and Environment; Responsibilities of the Marketing Manager; Marketing Research and Market Segmentation; Marketing Information System; Buyer Behaviour and Buying Motives; Product, Product Mix, and Product Cycle; Product Planning and Development; Product Identification; Pricing Policies and Strategies; Cooperative Marketing; Advertising and Advertising Agency; Evaluating Marketing Performance; Marketing Central and Marketing Audit; Agricultural Marketing in India; Stock Exchanges; Market Risks and Insurance; State Trading and Marketing; Regulated Markets; Money Market Trends and Development in India; and International Marketing. With data gathered from latest publications on the subject, material drawn from standard textbooks, narration in simple language, analytic presentation using central, side, and running headings, examples drawn from Indian context, and actual examination questions at the end of each chapter, this book has been designed as an ideal textbook for the student and a reference book for the teacher of the subject.