We have great pleasure in presenting First edition “Marketing Management” written for students of PG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Marketing Management. 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
Importance of Marketing
Definitions of Market and Marketing
Types of Needs
Elements of Marketing Concept
Functions of Marketing
Evolution of Marketing
Marketing V/s Selling
Customer Value and Satisfaction
4P’s of Marketing
Marketing Environment
Environment Analysis
Techniques used in Environment Analysis
Characteristics of Environment Analysis
Micro and Macro of Environment
Marketing to the 21st Century Customer
Review Questions
Module – 2 Analysing Consumer Behaviour
Introduction
Consumer Behaviour
Meaning of Consumer Behaviour
Characteristics of Consumer Behaviour
Importance of Consumer Behaviour
Factors influencing Consumer Behaviour
Characteristics of Consumer Behaviour
Influencing Buying Behaviour Personal
Factors and Cultural Factors
Consumer Buying Decision Process
Buying Roles
Buying Motives
Black Box Model of Consumer Behaviour
Psychological Factors Consumer
Review Questions
Module – 3 Product management and Pricing
Introduction
Product Management
Importance of Product Management
Objective of Product Management
Product Levels
Product Hierarchy
Classification of Products
Product Mix
Product Mix Strategies
Managing Product Life Cycle
New Product Development
Packing as a Marketing Tool
Role of Labeling in Packing
Concept of Branding
Brand Equity
Branding Strategies
Selecting Logo
Brand Extension Effects
Pricing
Significance of Pricing
Factor Influencing Pricing
Internal factor and External factor
Objectives of Pricing
Pricing Strategies-Value Based
Cost Based Pricing
Market Based Pricing
Competitor Based Pricing
Pricing Procedure Pricing
Review Questions
Module – 4 Distribution and Promotion
Introduction
Distribution
Roles of Marketing Channels
Purpose of Marketing Channels
Factors Affecting Channel Choice
Channel Design
Channel Management Decision
Channel Conflict
Designing a Physical Distribution System
Promotions
Marketing Communications
Integrated Marketing Communications
Communication Objectives
Steps in Developing Effective Communication
Advertising
Advertising Objectives
Advertising Budget
Advertising Copy
AIDA Model
Traditional Vs Modern Media
Online and Mobile Advertising
Social Media for Advertising
Push-pull Strategies of Promotion
Review Questions
Module – 5 Market segmentation, Targeting and Brand Positioning
Introduction
Market Segmentation
Targeting and Brand Positioning
Concept of Market Segmentation
Benefits of Market Segmentation
Requisites of Effective Segmentation
Bases for Segmenting Consumer Markets
Market Segmentation Strategies
Types of Segmentation
Targeting
Bases for Identifying Target Customer
Target Marketing Strategies
Positioning
Meaning of Positioning
Tasks Involved in Positioning
Monitoring Brands Performance and Positioning
Product Differentiation Strategies
Review Questions
Module – 6 Emerging Trends in Marketing
Introduction
Emerging Trends in Marketing
Marketing Planning
Concepts of B2B Marketing
Service Marketing
Digital and Social Media Marketing
Green Marketing
Event Marketing
Marketing Audit
Sponsorship
Cause Related Marketing
Marketing for Non-Profit Organizations
Relationship Marketing
Marketing Strategies for Leaders
Challengers of Relationship Marketing
Followers and Startups
Social Responsibility of Marketing
Neuro Marketing
Sensory Marketing
Societal Marketing
Concept Marketing
Premiumization
Review Questions