MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
- Systematic and methodical manner of coverage of topics
- Visually appealing presentation
- Brief caselets from Indian businesses
- Detailed case studies simulating real world corporate problems and dilemmas
- Chapter review cards at the end of each chapter
- Rich pedagogical features, such as
- key terms
- learning objectives
- chapter-end exercises
1 An overview of Marketing
2 Strategic Planning for Competitive Advantage
3 Ethics and Social Responsibility
4 The marketing Environment
5 Developing a Global Vision
6 Consumer Decision Making
7 Business marketing
8 Segmenting and Targeting Markets
9 Decision Support Systems and Marketing Research
10 Product Concepts
11 Developing and Managing Products
12 Services and Nonprofit Organization Marketing
13 Marketing Channels
14 Supply Chain Management
15 Retailing
16 Integrated Marketing Communications
17 Advertising and Public Relations
18 Sales Promotion and Personal Selling
19 Pricing Concepts
20 Setting the Right Price
21 Customer Relationship Management (CRM)
22 Social Media and Marketing
23 Bottom of the Pyramid
Allegiance Corporation Bank: Restructuring Private Banking
Dr. Dheeraj Sharma
Dr. Dheeraj Sharma is a faculty in Indian Institute of Management, Ahmedabad, India. Dr. Sharma earned his doctoral degree with major marketing and double minor in psychology and quantitative analysis from Louisiana Tech University, USA.
Charles W. Lamb - Texas Christian University
Joe F. Hair - Kennesaw State University
Carl McDaniel - University of Texas, Arlington
