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PHI Learning

Helping Teachers to Teach and Students to Learn

Helping Teachers to Teach and Students to Learn

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PHI Learning
Marketing Management: Concepts, Cases, Challenges and Trends

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Edition : Second Edition
Pages : 332

Print Book ISBN : 9788120332591
Binding : Paperback
Print Book Status : Available
Print Book Price : 625.00  500
You Save : (125)

eBook ISBN : 9789354431258
Ebook Status : Available
Ebook Price : 625.00  500
You Save : (125)


The primary focus of this book is on building up a conceptual framework for developing marketing strategies for the corporate enterprise. The book offers an insight into each facet of the marketer’s role in relationship to an organization. It highlights the knowledge, the skills and the competencies necessary for marketers to succeed in today’s competitive world, and bridges the gap between the theory of marketing and the realities of the high-tech market.

This NEW edition includes comprehensive coverage of the fundamentals of marketing and a discussion on market-focused business strategy. It offers several case study scenarios that let students analyse decisions and practices of marketing wisdom. There is a series of chapter vignettes on contemporary issues in marketing. Chapter-end self-testing material includes a summary, numerous review questions and several discussion questions to help students understand the major concepts and tools of marketing.

This book is primarily written for postgraduate students of Business Administration (MBA) for courses in Principles of Marketing/Marketing Management. This book can also be used to advantage by undergraduate students of Business Administration (BBA) for courses in marketing, and by students of engineering where an elective course on Marketing Management is prescribed.

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