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Marketing Management (Bengalore Uni.)


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Indian Marketers today are excited and area facing challenges because of technology intensive, hyper competitive global business environment prevailing in the country. Their challenge is to take sound marketing decision in a complex environment. The students community who are interested in marketing career will also face the same challenges. These may be in a more complex situation, as it takes time for them to enter career. This title “Marketing Management” Provides them an opportunity to develop the skills necessary to meet the challenges.

Our customer are our readers, keeping this in mind and to add value to existing fund of knowledge in the students friends, we have taken this risk to write the subject lucidly, comprehensively and meaningfully, using out intellectual capital to enhance the intellectual capacities of our readers.

Though this basic work on theories concepts and principle of marketing management, students are promoted in this work to assume the role of marketing executives. Graded question are also given at the end of each chapter for self-study and better understanding of the theme of this title.


Contents –

Unit – 1 Introduction to Marketing
Unit – 2 Marketing Environment (Macro)
Unit – 3 Marketing Mix
Unit – 4 Market Segmentation & Consumer Behaviour
Unit – 5 Customer Relationship Management


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K. Rajeswari,

Rekha M.P.,

Saira Neelgar,

Vibha V.


Vision Book House