MARKETING MANAGEMENT, Second Edition: CONCEPTS, CASES, CHALLENGES AND TRENDS, Edition 2

GOVINDARAJAN, M.

Sep 2007 · PHI Learning Pvt. Ltd.

About this ebook

The primary focus of this book is on building up a conceptual framework for developing marketing strategies for the corporate enterprise. The book offers an insight into each facet of the marketer’s role in relationship to an organization. It highlights the knowledge, the skills and the competencies necessary for marketers to succeed in today’s competitive world, and bridges the gap between the theory of marketing and the realities of the high-tech market.

This NEW edition includes comprehensive coverage of the fundamentals of marketing and a discussion on market-focused business strategy. It offers several case study scenarios that let students analyse decisions and practices of marketing wisdom. There is a series of chapter vignettes on contemporary issues in marketing. Chapter-end self-testing material includes a summary, numerous review questions and several discussion questions to help students understand the major concepts and tools of marketing.

This book is primarily written for postgraduate students of Business Administration (MBA) for courses in Principles of Marketing/Marketing Management. This book can also be used to advantage by undergraduate students of Business Administration (BBA) for courses in marketing, and by students of engineering where an elective course on Marketing Management is prescribed.

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About the author

M. GOVINDARAJAN, Ph.D., former Assistant Professor, Department of Mechanical Engineering, Anna University, Chennai possesses more than three decades of teaching experience. He has published/presented several articles/papers in national and international journals and conferences. Dr. Govindarajan is the author of four books:Engineering Ethics; Principles of Management; Marketing Management: Concepts, Cases, Challenges and Trends, 2nd ed. andProfessional Ethics and Human Values (all published by PHI Learning).