Marketing Management by Saxena

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This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts, with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context.

This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data.

Salient Features:
- Emphasis on ‘Innovations in Marketing' through examples and cases.
- Numerous new examples, data, research inputs and concepts introduced.
- Outcome-based pedagogy with Learning Objectives and content tagged with LO.