Marketing Management is one of the fundamental subjects in business management curriculum. However, this subject often become challenging course for the students as they have varying degree of knowledge and command over it, some having studies it as a subsidiary paper and others not having studied it at all. Keeping all levels in mind, this book starts with explaining the basic concepts of marketing in simple, yet interesting way. Most of the available textbooks on marketing management deal with an explanation of theoretical concepts with few examples. But, the real challenge for a student of management lies in understanding and applying the theoretical concepts in real world. The key strength of this book lies in introducing the basic concepts in simple words with an objective of making readers appreciate the value of marketing principles as a tool of business decision making. Thus this book is written with a twin purpose. First, to equip the students with a complete understanding of basic concept of marketing and they will develop the decision making skills faced by the marketers, consumers, managers. I feel indebted to those who have made a significant value addition to the final product with their comments and constant support. Specially, I would like to thanks Ajay, my husband whose support has been the driving force towards the writing this book. Narayan Chhandra Haldar, my father whose language skill has made the text book more interesting. Discussion with colleagues also helped me in improving the content. Piali Haldar

Are you interested in marketing management, but need a summary of the basics to properly understand it and evaluate opportunities for yourself? Then this guide is just what you need: Intelligent marketing management is an important tool for brand building and sustainable customer loyalty. Here you will get an introduction to marketing management and its most important basics: What does the term actually mean these days and what goals does it pursue? Surely you have heard of the well-known marketing mix, but what exactly is behind it? How does the existing market look like, how are demarcations made and how do you develop a suitable marketing strategy on the basis of this information in order to be able to bind customers in the long term? You will find easy-to-understand answers to all these questions in this book, which will help you to get a general overview of the basics. In addition, you will receive important practical tips as well as a 10-step action plan for building your own marketing plan.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself, said Peter F. Drucker (1909 - 2005), a famous American writer and management consultant.The book, Marketing for Beginners gives an exhaustive explanation about the key concept of marketing, its strategies, and defines the important terminologies, such as Brand Selection, Distribution Channels, Vendor Selection, Pricing, Sales Process, Customer Relationship Management (CRM), etc. in a very simple and lucid language which can be easily understood by the readers, particularly the students of MBA and Marketing.It's different and exclusive from other Marketing or Management books as it not only gives the detailed description of the various components of Marketing, but also cites examples to explain each of them, making it crystal clear to the readers.The main purpose of this book is to arouse the interests of the students educate and make them aware of what Marketing is all about. It also aims to find solutions to all the queries that arise in their young minds relating to this vast and complex subject.So readers grab this precise yet unique book on Marketing if you are a beginner and want to learn the tricks of the trade to prosper or you are a student aspiring to build a bright future in this field. #v&spublishers

Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.

Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition * Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business. * "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas. * Internet coverage is integrated throughout the book. * Globalization is thoroughly discussed and the concepts are reinforced through examples and questions. * Ethics questions. * SPSS(r) Student Version for Windows 9.0 is available to accompany the text.

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. This book analyzes the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.