Description

About the Book

The 2nd edition of Principle of Marketing Management takes a practical and managerial approach to marketing. It is rich in topical examples and applications that show the major decisions that marketing manager face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.

This edition is a comprehensive coverage of the entire syllabi of BBA and MBA Curriculum of all Indian Technical Universities and B-Schools into fourteen chapters. Each chapter is redesigned to keep in mind the latest trends and explanation has been simplified to the levels of students. There are probable questions for each chapter and in addition the question bank is provided at the end of the book to help the students to prepare for the examinations.

About the Authors

Kajal Rana is one of the pronounced faculty members in the field of management. She has working experience of more than ten years. She has worked with the industry also. She has written many national and international research papers. She has also authored many books in the field of Engineering and Management. Presently she is associated with VIT, Meerut

Abhishek Yadava received B.E and M.E in the field of Electronics and Communication Engineering. He has about eight years of teaching and research experience. Presently he is working as Assistant Professor at VIT, Meerut (UP). He is the author of more than one dozen books under various publications in the area of Electronics Engineering. His areas of interest include Communication Technologies, Digital Image Processing, Neural Networks and all advanced developments. He has published more than 50 national papers and 10 international papers.

S.C. Arya holds B.Sc., M.Sc., M.C.A and M.Phil degrees. He has a rich experience of teaching P.G courses in Mathematics and Computer Science. Presently he is working with Global Institute of Technology, Greater Noida (U.P). He authored many books related to Computer Science and has published more than 50 national papers and 10 international papers.