Marketing Management

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The book has been authored by someone with excellent educational and professional background. The book is ?Complete Marketing Management Book? as it combines general marketing management chapters with latest happening marketing activities like retail marketing, direct marketing, rural marketing, packaging management, managing customer satisfaction, insurance marketing, online marketing and bank marketing. Very few marketing management books will have all these chapters covered under one umbrella. Besides above, twenty one case studies have been included covering almost all major topics. The student community of marketing management would find the book a treasure to keep and different from other books in the bookshelf.

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Biplab S. Bose did his Chemical engineering from Indian Institute of Technology (IIT), Delhi and Masters in Business Administration with major in marketing management from India?s oldest management institute, Indian Institute of Social Welfare and Business Management Calcutta University. He has three decades of professional experience in multinational companies and well known Indian Organizations and still going strong. The author has been associated with the management education in leading management institutes and Universities since 1986. His teaching style and communication with the student community has earned reputation for last 22 years. He has been teaching sales and marketing, international marketing, marketing research and advertising and also helped over 250 students with their project thesis. Besides above, he has been associated as paper setter, moderator and examiner of management examinations. Besides above, he is actively associated in executive and management development programmes in Corporate Houses. The author is a good social citizen with great interest in community service and protecting earth planet. He is an active Rotarian and an avid environment as well as Wildlife lover. Table of Contents Role of Marketing and its Relevance Marketing System ? Tasks and Philosophies Marketing Process and Marketing Environment Consumer Psychology and Buying Behaviour Organization and Industrial Buying Behaviour Market Segmentation and Target Marketing Sales Forecasting Marketing Planning Product Life Cycle Strategy Competitive Marketing Strategies Product Planning Decision Brand Management Packaging Management New Product Development Strategy Pricing Decisions Advertising Management Sales Promotion and Sponsorship Distribution Management Physical Distribution Retail Management Marketing Organization Marketing Research and Marketing Information Systems Personal Selling and Salesmanship Sales Force Management Marketing Controls International Marketing Marketing of Services Rural Marketing Direct Marketing Quality Management in Marketing Strategy Managing Customer Satisfaction Insurance Marketing Online or Internet Marketing Bank Marketing Bibliography