In any business activity, marketing occupies the centre stage and facilitates the smooth running of business. Keeping this aspect in view, all the universities which offer business education, compulsory prescribe “Marketing” as one of the major subjects of study. Banglore Central University has prescribed “Marketing Management” as one of the subjects in BBA course.
This title “Marketing Management” covers issues such as basics and functions of marketing, marketing environment, marketing-mix, digital marketing and services marketing. It is written in a very simple and easily understandable style. Students and readers can easily assimilate all the isssues of marketing. Skill exercises are given at the end. We expect that students enjoy reading this book and learn the basics of marketing.
Contents –
Module – I: Introduction to Marketing
1. Introduction to marketing
2. Recent Trends In Marketing-I
(E-Business, Green Marketing, Relationship Marketing)
3. Recent Trends In Marketing-II
(Digital Marketing, Social Media Marketing And E-Taling)
Module – II: Marketing Environment (MACRO)
4. Marketing Environment (MACRO)
Module – III: Market Segmentation and Consumer Behaviour
5. Market Segmentation
6. Consumer Behaviour
Module – IV: Marketing Mix
7. Marketing-Mix-I (Meaning And Product Analysis)
8. Marketing-Mix-II (PLC, Product Planning)
9. Marketing-Mix-III (Branding & Packaging)
10. Marketing-Mix-IV (Pricing)
11. Marketing-Mix-V (Physical Distribution)
12. Marketing-Mix-VI (Promotion-Mix – I)
13. Promotion-Mix-II (Advertising)
14. Promotion-Mix-III (Personal Selling)
15. Services Marketing
Skill Development
