Kumar, Arun creator Meenakshi, N. text xxu New Delhi VIKAS Publishing 2011 2nd ed. monographic eng

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xviii, 942 p. : ill.; Contents: Fundamentals of marketing -- Marketing research -- marketing environment -- Consumer behaviour -- Segmentation and targeting -- Positioning -- Project management -- Brand management -- Management innovations -- Pricing strategy -- Distribution -- Retailing -- Integrated marketing communication -- Advertising management -- Competitive marketing strategy -- Direct marketing -- Internet marketing -- Personal selling and sales managemtn -- Business marketing -- Marketing services -- International marketing -- Marketing for non-profit organizations -- Rural marketing -- Arun Kumar, N. Meenakshi Includes bibliographical references and index. Nonprofit organizations Marketing Nonprofit-Organisation Nonprofit Marketing HF5415.13.K96 9788125942597 8125942599 120419 20211007123243.0