MARKETING MANAGEMENT, 6TH EDITION [Paperback] SAXENA,

Marketing Management is designed to cater to syllabi requirements of courses on marketing. Steeped in the core concepts of marketing, the text nonetheless incorporates the latest trends in marketing and showcases many of the path breaking efforts by marketers in recent past. This thoroughly revised 6th edition includes discussion on most widely discussed topics in the subject in recent past. Alongside, the text captures the core concepts comprehensively and follows an application-based approach. Salient New cases on leading new age organizations such as Hotstar, Oyo, Airbnb, Netflix, Amazon Prime, Uber etc. New sections on digital marketing, social media marketing, defining brand etc. Updated and detailed coverage on marketing environment, retail business model, distribution management, organization buying behavior etc. More engaging and logically driven revised chapter structure Thoroughly revised chapters focusing on how markets have evolved in recent past