Marketing Management by Rajan Saxena (Author)

Description

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 features: 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.