Rajan Saxena Marketing Management - Pdf46 __full__

Report: Marketing Management by Rajan Saxena

Author: Dr. Rajan Saxena Primary Context: Indian Management Education (MBA, PGDM) Publisher: Tata McGraw-Hill (Current Edition)

• The Marketing Environment (Micro & Macro)
• SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
• Internal & External factors affecting marketing decisions (Political, Economic, Socio-cultural, Technological)

Contemporary Case Studies: Includes "new-age" digital organizations like Netflix, Amazon Prime, Airbnb, Uber, and Oyo.

Conclusion

Effective marketing management according to Saxena involves a systematic approach:

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6th Edition: Known for its "application-based approach" and updated retail business models.

The textbook, now in its 6th edition, is a staple for MBA students and focuses on several "India-centric" pillars: Report: Marketing Management by Rajan Saxena Author: Dr

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