Marketing Management

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Marketing Management

Marketing Management

Authors: Dr. Santosh M. Shinde, Prof. Suraj Sharma, and Dr. Shrikant Waghulkar

Editor: Dr. Nilesh Anute

ISBN: 978-81-973428-5-1

DOI: https://doi.org/10.59646/mm/201

Date of Publication: May 31, 2024

About the Book:

To stay ahead of the competition in a field where marketing is always evolving, students want a book that incorporates the latest and greatest marketing theory and techniques. To set itself apart from all other marketing management textbooks, Marketing Management employs a managerial orientation, an analytical methodology, a multidisciplinary viewpoint, universal applicability, and balanced coverage. Updated information, fresh examples, and a simplified arrangement reflect the most recent market trends; the breadth and depth of this edition are unmatched. Readers of this seminal work will have the background they need to thrive in the modern business world.

References

  1. Anute N, Kabadi S, Ingale D (2019) A Study on Perception of Job Seekers about Digital Marketing Tools Used for Recruitment Process, International Journal of 360 Management Review, Vol. 07, Issue 01, ISSN: 2320-7132, Page no- 499-507.
  2. Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on customer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-140.
  3. Challa A and Anute N (2021) The Effectiveness of Instagram Content Marketing on Brand Building of a Company, Journal of Sales, Service and Marketing Research e-ISSN: 2582-7804 Volume-2, Issue-2 (2021), page no. 1-7
  4. Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: Perceived value in market orientation practice. Journal of Services Marketing, 20(3), 188-198.
  5. Darane V, Pawar S and Anute N (2022) A Study on Advertising Media and Advertising Appeals adopted for Energy Drink Products by Selected Companies operating in India, Journal of  Sales, Service and Marketing Research, e-ISSN: 2582-7804 ,Volume-3, Issue-2 , Page no. 11-16.
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  14. Reinartz, W. and V. Kumar (2000), “On the Profitability of Long-life Customers in a Non-contractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, 64 (October), 17-35.
  15. Schmittlein, D.C. and R.A. Peterson (1994), “Customer Base Analysis: An Industrial Purchase Process Application,” Marketing Science, 13(1), 41.
  16. Thomas, A.R., L. D. Lewison, W.J. Hauser and L.M. Foley, L.M. (2007), Direct Marketing in Action: Cutting Edge Strategies for Finding and Keeping the Best Customers, Praeger: Westport, Connecticut.
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