Page 4 - DMGT408DMGT203_Marketing Management

CONTENTS

Unit 1: Marketing: Scope and Concepts 1
Hitesh Jhanji, Lovely Professional University
Unit 2: Understanding the Marketplace and Consumers 26
Rajesh Verma, Lovely Professional University
Unit 3: Consumer Markets and Consumer Buying Behaviour 59
Lokesh Jasrai, Lovely Professional University
Unit 4: Business Markets and Business Buyer Behaviour 81
Rahul Sharma, Lovely Professional University
Unit 5: Designing a Customer-driven Strategy and Mix: Creating Value for Target Customer 99
Ajay Chandel, Lovely Professional University
Unit 6: Products, Services and Brands: Building Customer Value 124
Krishan Gopal, Lovely Professional University
Unit 7: New Product Development and Product Life Cycle Strategies 155
Vishwas Gupta, Lovely Professional University
Unit 8: Pricing: Understanding and Capturing Customer Value 178
Harvinder Singh, Lovely Professional University
Unit 9: Managing Marketing Channels 197
Pretty Bhalla, Lovely Professional University
Unit 10: Integrated Marketing Communications 229
Hitesh Jhanji, Lovely Professional University
Unit 11: Marketing Communication Tools (Promotion Mix) 248
Pretty Bhalla, Lovely Professional University
Unit 12: Sales Management 272
Ashwani Panesar, Lovely Professional University
Unit 13: Creating Competitive Advantage 289
Neha Tikoo, Lovely Professional University
Unit 14: The Global Marketplace 314
Hitesh Jhanji, Lovely Professional University
Unit 15: Sustainable Marketing 330
Rajesh Verma, Lovely Professional University