Rajan Saxena Marketing Management Pdf46

Based on the core structure of Rajan Saxena’s Marketing Management

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: Unlike global texts, this book focuses heavily on the Indian marketing environment, including its unique demographic shifts, infrastructure, and retail business models. Based on the core structure of Rajan Saxena’s

The book is typically organized into sections that follow the standard marketing lifecycle, but with local context: Indian Context : Using the 5Cs framework (Customer,

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: Encourages using analytics and marketing information systems (MkIS) for strategic decision-making. Indian Context

: Using the 5Cs framework (Customer, Company, Competition, Collaborators, Context) to set prices and manage value perception. Integrated Marketing Communications (IMC)