Marketing Management: (Customer is the King/Queen) [Paperback] A.S.Srinivasan

This booklet forms a part of Basics of Business Management series and follows booklet 2 on Organisations. Major topics in Marketing Management like Customer Orientation, Segmentation, Targeting and Positioning, Managing the Marketing Mix, Marketing Strategy are covered here. Marketing invariably attracts the interest of a newcomer to the field of management and as Marketing persons invariably claim, business starts with the customer and ends with the customer. As part of the series, this booklet will be of use to all those who are interested in the field of Business Management. If you are a practicing manager or an entrepreneur, this could serve as a refresher. If you have recently taken up a managerial position, this will be a useful reference book for you to look at some of the concepts mentioned here. If you are a student or a person interested to know the basics of management, this will serve the purpose of a guidebook. This booklet is brief but comprehensive, outlining all the major management concepts and practices in the topics mentioned above. Of course, each concept in itself has been covered and discussed in great detail by many scholars and there are innumerable books on each of them. No one small booklet like this one, can claim to do justice to all of them in a few pages. This is just a distilled and brief outline of them which again is intended to give an overview of these classic concepts so that the reader becomes familiar with them. Written in simple language without any jargon, this booklet is easy to study and understand on the go.