PILLAI RSN creator BAGAVATHI text S. CHAND monographic Written in simple and conversational language. 2. Main points are given in Bold Letters or in Boxes. 3. Themes are easily understandable, even to a lay-man. 4. A good number of case studies are included. 5. Covers all relevant topics according to syllabus. 6. It is a good text-cum-guide to students. Contents Part-I FUNDAMENTALS OF MARKETING Fundamentals of Marketing Marketing Environment Marketing Management Part-II Developing Marketing Strategy Marketing Strategy and Planning Marketing Segmentation Market Targeting and Positioning Marketing Information System Marketing Research PART-III UNDERSTANDING CONSUMER BEHAVIOURS Consumer Behaviour The Indian Consumers Consumerism PART-IV MANAGING PRODUCTS Managing the Product Managing the Product Development Pricing Strategy Product Related Strategy PART-V COMMUNICATIONS DECISIONS The Promotional Programme Sales Promotion Advertising Management Marketing Control Public Relations PART-VI MANAGING SALES FORCES Personal Selling Sales Organisation Sales Force Management Control of Sales Force Sales Forecast Remuneration to Salesmen PART-VII MANAGEMENT OF PHYSICAL DISTRIBUTION Channels of Distribution Management of Retail Marketing of Consumer Goods Marketing of Industrial Goods Direct Marketing PART-VIII MANAGING MARKETING OF SERVICES The Marketing of Services PART-IX RECENT TRENDS IN MARKETING International Marketing Marketing and Society Total Quality Management E-Business Rural Marketing New Trends in Marketing The Case Study Method 978-8121932448