We have great pleasure in presenting First edition “Marketing Dynamics” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to pro vide the students with thorough understanding of Marketing Dynamics. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Module – 1 Introduction to Marketing
Introduction
Meaning of Marketing
Definition of Marketing
Importance of Marketing
Functions of Marketing
Concept of Marketing
Approaches to Marketing
Classification of Markets
Societal Marketing
Holistic Marketing
Relationship Marketing
Integrated Marketing
Internal Marketing
Performance Marketing
Review Questions
Module – 2 Marketing Environment
Introduction
Environments
Demographic Environments
Economic Environments
Natural Environments
Political Environments
Legal Environments
Socio Environments
Cultural Environments
Market Segmentation
Definition of Market Segmentation
Importance of Market Segmentation
Bases of Market Segmentation
Types of Market Segmentation
Limitations of Market Segmentation
Review Questions
Module – 3 Marketing Mix
Introduction
Marketing Mix
Components (Ps) of Marketing Mix
Meaning of Marketing Mix
Elements of Marketing Mix
Product Mix
Product Line
Product Life Cycle
Product Planning
New Product Development
Branding
Packaging
Labelling
Product Positioning
Product Differentiation
Importance of Product Differentiation
Pricing
Factors Influencing Pricing
Methods of Pricing
Review Questions
Module – 4 Marketing Research
Introduction
Marketing Research
Types of Marketing Research
Process of Marketing Research
Tools and Techniques of Marketing Research
Application of Marketing Research
Product Launching
Demand Estimation
Advertising
Brand Preferences
Customer Satisfaction
Retail Stores Image
Customer Perception
Distribution
Customer Relationship
Competitor Analysis
Related Aspects
Review Questions
Module – 5 E-Marketing Environment & Ethics in Marketing
Introduction
E-Marketing Environment
Digital Media Industry
Reaching Audience through Digital Channels
Traditional and Digital Marketing
Online Marketing Environment
Dotcom Evolution
Internet Relationships
Business in Modern Economy
Integrating E-Business
Digital Marketing
Online Marketing Mix–SoLoMo
Social Media Marketing
Careers in Social Media Marketing
Ethics in Marketing
Importance of Ethics in Marketing
Role of Ethics in Marketing
Marketing Ethics in the Digital Age
Review Questions
