Marketing Management

Description

About the Book

The revised edition of Marketing Management has been redesigned to meet the current needs of students pursuing MBA / PGDBM / PGDM and other Management courses from different Indian Universities. Therefore, the contents of the book are lucid and a language used in this book is simple yet interesting. Most of the concepts have been explained with appropriate examples, cases and exercises. Though this edition is meant for students specifically, but its content is so rich, covering almost every issue related to marketing, that even academicians and practitioners would find it extremely useful and would benefit immensely by using it as a reference book. The key features of this edition have been mentioned below:

• One of the important features of this edition is inclusion of a large number of latest Indian cases given at the end of every chapter. Readers would find these particularly interesting and hence may enhance their clarity and understanding of various marketing concepts.
• A special last section has been devoted to cover modern day issues of marketing such as Green Marketing, Rural Marketing and Health Marketing etc. Though, one may find these in other books also but not in a detail as discussed in this book with real life examples.
• A Variety of exercises followed by every chapter includes True-False, Multiple Choice, Short answer and Long answer questions. Readers would surely find these exercises challenging & tantalizing enough to test & stimulate their mental faculties.

Though, due care has been taken to eliminate all possible errors in this edition, still your suggestions and comments are needed to make a perfect marketing book. We therefore, request all user to let us know of any errors, omissions and shortcomings still left. We will be more than happy to have your suggestions and comments for making future editions better and more beneficial to our readers.

About the Authors

Dr. Pankaj Madan is a multidisciplinary academician with degrees in Production Engineering, Management and Web Technology. He is a Practicing Professor and Corporate Trainer of international repute and is presently working as a Professor at Faculty of Management Studies, in Gurukul Kangri University, Haridwar. In the past, Dr. Madan worked as a Director, COER School of Management, College of Engineering, Rookee, and before turning to academia he had worked with two reputed Engineering Companies. He has also taught at University of Southern Queensland in Dubai as an Asst. Professor and as a Visiting Professor at Shaoxing University, China and CENTRUM Catolica, the Business Centre of the Pontifician Universidad Catolica del Peru. Dr. Madan is a consultant registered with Quality Council of India and imparts corporate trainings and consultancy on Quality Management and Career Planning. He has already authored 6 books and conducted more than 500 workshops and trainings and also contributed research papers to many national and international journals. He is associated with 15 universities nationally and internationally for various academic purposes and has professional links with many corporate bodies.

Dr. Amit Mittal is currently the Dean, Faculty of Management, Maharishi Markandeshwar University, Mullana-Ambala (Haryana). He is a faculty of retail management, business research & marketing. He has a blend of academic and corporate experience including a 5 years stint at Bajaj Electricals Ltd. in Mumbai/Goa. He presently has over 35 publications in international / national refereed journals, conference proceedings, monographs, case studies & book chapters. He also has/had editorial appointments with various national publications including MM University Journal of Management Practices, MD University’s IMSAR Genesis and NSB Management Review. He has been actively involved in designing a retailing course for IGNOU’s distance learning programs. He is also on the article review panel of Global Journal of Business Management & MAIMT Journal of IT & Management. He was earlier invited by the Pittsburg State University, Kansas, USA to attend the inaugural international summer faculty program. He has conducted training sessions at NTPC, Apollo, Ambuja Cements, Bajaj Electricals, Kiwani’s (Kansas, USA) & Morning Rotary (Kansas, USA). His recent research articles appeared in The IBSU Journal of Scientific Research (Georgia, Europe; www.ibsu.ge), International Journal of IT & KM (New Delhi), AIMA Journal of Management Research (New Delhi), Review of Professional Management (New Delhi), BVIMR Management Edge (New Delhi- Available on CII policy database), Political Economy Journal of India, Pragyaan etc. His areas of research are store choice, retail strategy, store loyalty, private labels, celebrity endorsements and service failure/recovery.

Dr. Hemraj Verma  is working as Asstt. Professor (Marketing) in the Department of Management Studies in DIT, Dehradun (Uttarakhand). He has 15 years teaching and research experience. Dr. Verma has done Ph.D in Retailing, M.Phil in Management and MBA in Marketing from C.C.S. University Meerut. Till now, his seven research papers have been published various journals of National repute. He has also presented several papers at national and international conferences and attended various faculty development programmes.