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Principles of Marketing (Sem 1, NEP Karnataka)


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Indian marketers today are excited and are facing challenges because of the technology-intensive, hyper-competitive global business environment, prevailing in the country. Their challenge is to make sound marketing decisions in a complex environment. The student community who are interested in a marketing career will also face similar problems. The challenges faced by the student community may be a little more complex, as it takes time for them to enter into a career. The title PRINCIPLES OF MARKETING provides them an opportunity to develop the skills necessary to meet the challenges.

Though this is the basic work on theories, concepts, and principles of marketing management, students are promoted in this work to assume the role of marketing executive. It also reflects the rapidly changing technological context of marketing decisions taken by Indian companies. Many companies have restored to Tele-marketing and online marketing. Students will also be benefited from the integrated approach presented in this title relating to marketing products of small and medium sized enterprises (SMEs). Graded questions are also given at the end of each chapter for self-study and a better understanding of the theme of this title.


Contents –

1. Introduction to Marketing
2. Marketing Environment
3. Consumer Behaviour
4. Market Segmentation
5. Marketing-Mix – I (Meaning and Product Analysis)
6. Marketing-Mix – II (Product Planning, Classification and Product Life Cycle)
7. Marketing-Mix – III (Pricing Decisions)
8. Marketing-Mix – IV (Promotion-Mix – I)
9. Marketing-Mix – V (Promotion-Mix – II: Advertising)
10. Marketing-Mix – VI (Physical Distribution)
11. Marketing-Mix – VI (Branding and Packaging)
12. Recent Trends in Marketing – I (Social, Online, Mobile and Direct Marketing)
13. Recent Trends in Marketing – II (Services Marketing)
14. Recent Trends in Marketing – III
Skill Development Activities



Student Dollar Price

11, 10

Library Dollar Price

292, 268



Year of publication



396, 356



H.R. Ramanath,

Prof. H.R. Appannaiah


Himalaya pub