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040			_cAIMIT LIBRARY
082			_23 _a658.8 _bVARR
100			_aVarshney, R L. _9208899
245			_aMarketing management : _btext and cases / _cBy R L Varshney and S L Gupta.
250			_a3rd ed.
260			_aNew Delhi : _bSultan Chand and Sons , _c2016.
300			_axxvi,1185p. ; _bPB _c24 Cm.
500			_aWritten 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.
505			_a 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
650			_aDeveloping marketing strategy and selecting target markets _9208900
650			_aUnderstanding consumers and consumer behaviour _9208901
650			_aManaging sales force _9208902
700			_aGupta, S L. _9208903
942			_2ddc _cBK _e3rd ed. _k658.8 VARR
999			_c234243 _d234243