We have great pleasure in presenting First edition “Marketing Management” written for students of UG 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
Definition of Marketing
Concepts of Marketing
Approaches to Marketing
Functions of Marketing
Recent Trends in Marketing
E-business
Tele-Marketing
M-Business
Green Marketing
Relationship Marketing
Concept Marketing
Digital Marketing
Social Media Marketing
E-tailing
Review Questions
MODULE – 2 Marketing Environment
Introduction
Micro Environment
The Company
Suppliers
Marketing Intermediaries Competitors
Public and Customers
Macro Environment
Demographic
Economic
Natural
Technological
Political
Legal
Socio-Cultural Environment
Review Questions
MODULE – 3 Market Segmentation and Consumer Behaviour
Introduction
Meaning of Market Segmentation
Definition of Market Segmentation
Bases of Market Segmentation
Requisites of Sound Market Segmentation
Consumer Behavior
Factors Influencing Consumer Behavior
Buying Decision Process
Review Questions
MODULE – 4 Marketing Mix
Introduction
Meaning of Marketing Mix
Elements of Marketing Mix (Four P’s)
Product
Price
Place
Promotion
Product
Product Mix
Product Line
Product Lifecycle
New Product Development
Reasons for Failure of New Product
Branding
Packing
Packaging
Labeling
Pricing
Objectives
Factors influencing Pricing Policy
Methods of Pricing
Physical Distribution
Meaning of Physical Distribution
Factors Affecting Channel Selection
Types of Marketing Channels
Promotion
Meaning of Promotion
Significance of Promotion
Personal Selling
Advertising
Review Questions
MODULE – 5 Services Marketing
Introduction
Meaning of Services
Definition of Services
Difference Between Goods and Services
Features of Services
Seven P’s of Services Marketing
Review Questions
