TY  - BOOK
AU  - Varshney, R L.
AU  - Gupta, S L.
TI  - Marketing management: text and cases 
SN  - 9788180545894
U1  - 658.8  3
PY  - 2016///
CY  - New Delhi
PB  - Sultan Chand and Sons
KW  - Developing marketing strategy and selecting target markets
KW  - Understanding consumers and consumer behaviour
KW  - Managing sales force
N1  - Written in a lucid style, the book has more than a thousand Indian examples at appropriate places. It also contains a number of Indian cases and live situations.

In the  new edition, the text has under gone exhaustive revision and substantial value addition, through 51 well structured chapters arranged in 10 units. It covers more than 150 applications- oriented exercises, 80 case studies and 1000 examples to reflect the latest developments. In this edition, we have not only revised and updated all the earlier chapters but also added 25 chapters.

The content of the book makes it equally useful for both basic and advanced courses in Marketing Management. It is Indispensible for students of MBA, M.Com, MBE, BBA, BBS, B.Com, PGDBM, PGDMM and Practicing Marketing Manager. It is a valuable reference source for Marketing Organizations; 
Contents :

Understanding the Marketing Concepts 
Developing Marketing Strategy & Selecting Target Markets 
Understanding Consumer & Consumer Behaviour 
Understanding the Product Concepts
Pricing Decisions
Distribution Management Decisions 
Advertising & Sales Promotion Decisions 
Managing Sales Force 
Managing Marketing of Services
Understanding the New Marketing Concepts 
Appendices
ER  -