CHAPTER7
Marketing
CHAPTER AT A GLANCE
• Consumer and Industrial Buying Behaviour: Theories and Models of Consumer Behaviour
• Brand Management—Role of Brands, Brand Equity, Equity Models, Developing a Branding Strategy; Brand Name Decisions, Brand Extensions and Loyalty
• Logistics and Supply Chain Management, Drivers, Value creation, Supply Chain Design, Designing and Managing Sales Force, Personal Selling
• Service Marketing—Managing Service Quality and Brands, Marketing Strategies of Service Firms
• Customer Relationship Marketing—Relationship Building, Strategies, Values and Process
• Retail Marketing—Recent Trends in India, Types of Retail Outlets.
• Emerging Trends in Marketing—Concept of e-Marketing, Direct Marketing, ...
