Theories And Techniques Of Marketing Management

Theories and Techniques of Marketing Management "This page is Intentionally Left Blank" Theories and Techniques of Marketing Management Vinod Patel Oxford Book Company Jaipur, India ISBN: 978-81-89473-03-7 First Published 2007 Oxford Book Company 267, 10-B-Scheme, Opp. Narayan Niwas, Gopalpura By Pass Road, Jaipur-302018 Phone: 0141-2594705, Fax: 0141-2597527 e-mail: [email protected] website: www.abdpublisher.com ©Reserved Typeset by : Shivangi Computers 267 2 10-B-Scheme, Op.p. Narayan Niwas, Gopalpura By Pass Road, Jaipur-302018 Printed at: Rajdhani Printers, Delhi All Rights are Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, without the prior written permission of the copyright owner. Responsibility for the facts stated, opinions expressed, conclusions reached and plagiarism, if any, in this volume is entirely that of the Author, according to whom the matter encompassed in this book has been originally created/edited and resemblance with any such "publication may be incidental. The Publisher bears no responsibility for them, whatsoever. PREFACE Producers and consumers both undertake one or other kind of marketing activities to facilitate convenient transfer of goods and services. Marketing management involves planning, organising, directing and controlling of all marketing activities and has become very important for promotion of sales as well as consumers' satisfaction. Being an important operative function, it performs all managerial functions in the field of marketing. It is concerned with the direction of purposeful activities towards the achievement of marketing goals and looks after the prod uction and sales of those goods and services which provide maximum satisfaction to the consumer. It increases the efficiency and effectiveness of marketing activities of organisation and implies coordination of several factors for mutual gain. Marketing management, as such, is the marketing concept in action. The fully qualified marketing management team has a thorough understanding of the various activities that make up the marketing person's job, is aware of problems that marketing-people are likely to encounter, and is prepared to make practical suggestions for their solutions. Besides having practical experience, the marketing management should have a keen grasp of the theoretical aspects of marketing techniques. In addition, marketing management should have knowledge as to how the theories relate to field experience and work out in actual practice. The present book is an endeavour to bring before the readers various elements of marketing and marketing management, theories and techniques of marketing management combining both theoretical and practical aspects. Vinod Patel "This page is Intentionally Left Blank" CONTENTS Preface 1. Marketing Management and Marketing Functions v 1 2. Marketing Management Organisation 59 3. Personal-marketing 80 4. The Marketing Executive 107 5. Theories and Techniques of Marketing 124 6. Marketing Meetings, Compensations and Marketing Contests 164 7. Marketing Force Management 215 8. Quality Management to Meet Customer Satisfaction 295 Index 307 "This page is Intentionally Left Blank" 1 Marketing Management and Marketing Functions Essentially, the marketing function is aimed at providing and distributi