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 and Market Environment
Introduction
Core Marketing Concepts
Evolution of Marketing
Contemporary Orientations
Marketing Environment
Micro & Macro Factors
Market Opportunity Identification
Basics of Service Marketing
Recent Trends
Sustainable Marketing
Purpose-Driven Brands
Green Marketing
Ethical Marketing
Review Questions
Module – 2 Marketing Strategies and Marketing Mix
Introduction
Segmentation
Targeting
Positioning
Product Strategy & Lifecycle
Pricing Strategies
Distribution & Channel Management
Promotion
IMC
Advertising
Public Relation
Personal Selling
Sales Promotion
Branding Strategies
Experiential Marketing
Review Questions
Module – 3 Understanding Consumer and Buyer Behaviour
Introduction
Consumer Behaviour
Factors Influencing Consumer Behaviour
(Psychological, Cultural, Social, Personal)
Buyer Decision Process
Consumer vs. Business Buying
Global vs. Indian Consumer Behaviour
Buyer Behaviour Models
Maslow Models
Engel-Kollat-Blackwell
Behavioural Economics in Marketing
Review Questions
Module – 4 Sales Management, Forecasting and CRM
Introduction
Sales Forecasting Techniques
(Quantitative & Qualitative)
Marketing Analytics and Dashboards
Sales Process
B2C & B2B Sales Strategies
Customer Relationship Management
CRM Cycle
Implementation
Data-Driven CRM
Customer Segmentation
Retention
CRM in Omni-channel Marketing Environments
Review Questions
Module – 5 Digital and Emerging Marketing Practices
Introduction
Digital Marketing
SEO
SEM
Content
Influencer Marketing
Social Media Strategies
Social Media Tools
Blogs
Microblogs
Social Networks
Media Sharing Sites
Social New Sites
Review Sites
Virtual Worlds
Online Gaming
Social Media Marketing
Mobile Marketing
Mobile Marketing & Apps
AI & Marketing Automation Tools.
Review Questions
Module – 6 Practical Application of Marketing Concepts
Introduction
Develop a Go-to-Market Strategy for a Startup.
Social Media Campaign Design and Performance Analysis
Sales Forecasting Exercise using Excel/Analytics Tools
Consumer Behaviour Field Interviews (B2B & B2C)
Create a CRM Campaign Plan
Repositioning Strategy for a Declining product (using STP+4Ps)
