The Significance of Marketing Management has increased greatly in recent years. Globalization of business has increased the importance of marketing strategy as an integral part of the corporate strategy. Running through 16 chapters this book presents in concise manner the major aspects of marketing management under the title ‘Advanced Marketing Management’. The book deals with modern trends in marketing management. The book has been reinforced with exhibits, Charts, Diagrams and review questions for imparting additional knowledge to the readers. The subject index facilitates quick reference to the topics of interest for the readers. How to adapt product development, design, and delivery of value to the silver market? How to grasp the latent needs and wants of the potential silver customers? India is the country most severely affected by the demographic shift and it is the most advanced in terms of product development and innovation, with very affluent, free-spending but also demanding customers. Indian companies were among the first to react to the challenge of the demographic change and are constantly coming up with product and service innovations. Nevertheless they have only touched the tip of the iceberg of the huge potential of this market.
Contents: Preface. 1. Marketing. 2. Marketing environment. 3. Public relations sales promotion and personal selling. 4. Sales force. 5. Product development. 6. Sales forecasting or sales potential. 7. Product decision. 8. Pricing decisions. 9. Advertising. 10. Market segmentation. 11. Consumer behavior. 12. Recent trends in marketing. 13. Marketing research process and marketing information and research. 14. Sales management. 15. Rural market. 16. International marketing. References. Index.
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