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 funda-mentals 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.
General
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