BUSINESS MARKETING (SPECIAL INDIAN EDITION) 3RD EDITION

The text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. It provides a balanced treatment of theory and practical applications. The authors strive to emphasize that connecting new knowledge with developed knowledge is the essence of learning; and connecting people to knowledge and knowledge to people is the essence of relationships. Key Features: Relationship marketing and Learning organization perspectives provide cutting-edge content. Unique treatment of electronic marketing and other forms of direct communication in the One to One Marketing chapter The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books. Unique chapters: Weaving Marketing into the Fabric of the Firm; The One to One Media; and Customer Retention and Maximization. About the Author: Justin Paul Associate Professor at Indian Institute of Foreign Trade (IIFT), New Delhi. He has been Area Chairman and Assistant Professor (Member Secretary of the Faculty Council) at Indian Institute of Management (IIM), Indore. He has been a vising professor and speaker at the University of Washington, University of San Francisco, St. Martin?s University, University of Puget Sound-Seattle in the US, University of New South Wales, Sydney and Fudan University-Shanghai. Table of Content: PART 1: POLITICAL ECONOMY, DEVELOPMENT ECONOMICS, GOVERNMENT AND SOCIETY Chapter1. Economic Systems Chapter 2. Economic Growth and Development PART II: INDIAN ECONOMY AND BUSINESS ENVIRONMENT Chapter 3. Anato