There is little doubt that customers have the upper hand in today’s highly competitive marketplace, which might be called a buyer’s market. Marketing is the art and science of cultivating and maintaining successful customer connections.Marketing Management,text book is an outline toMarket Segmentation, Marketing Programme and Pricing Decision.The book is concerned mainly with the elementary components and feature of marketing management, importance of marketing management in India, marketing environment, consumer behaviour, target marketing, product positioning, pricing, business buying process, market segmentation, contemporary areas of marketing, E-commerce and E-marketing, green marketing, blue marketing, event marketing, network marketing, direct marketing, marketing channels, marketing communication, global marketing, social marketing and viral marketing. It has been organised into 50 chapters. It is hoped that the book will show very beneficial to the researchers, graduate and postgraduate students of engineering, management, commerce, basic sciences, researchers, industrialists, and the common readers interested in marketing. In addition, it will also be beneficial to candidates appearing for various competitive examinations such as I.A.S., I.E.S., C.A. and N.E.T. examinations. At the end of this textbook, necessary question bank is included for the convenience of the students. Any recommendation to further improve its matters is most welcome.
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