Marketing Management
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Marketing Management
Book Details
- ISBN: 978-81-8054-958-8
- Edition: 1st Edition
- Language: English
- Title Code: 1201
- Author: Nair Rajan, Nair Sanjith R.
About the Book
This book is a product of forty years of teaching experience and guidance, specifically designed to address the dynamic field of marketing. The book covers the revolutionary changes in marketing, both from an academic and professional perspective. The text is structured around the concept of value perception, which is key to shaping marketing strategies that are relevant, effective, and adaptable.
The book emphasizes the application of value exploration, value identification, and how these concepts can be translated into actionable strategies. Key areas of focus include pricing, communication, delivery, value enhancement, and value sustenance. This resource is ideal for students and professionals alike who want to understand and apply contemporary marketing strategies driven by value-based thinking.
