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Marketing Management
Book ID SCS147
ISBN No. 978-93-5161-083-0
Book Name Marketing Management
Book sub-title Seventeenth Thoroughly Revised Edition : 2016
Author/s name/s : Gupta C.B. , Nair Rajan
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Publisher Name Sultan Chand & Sons
Publishing Year 2016
Book Price (Printed) INR 400   
Book Price (Our Price) INR 400   
Book Size 19 x 24 cms.
Book Page xvi + 564

   Post Review
Book Summary

The following topics have been added in the revised edition:

  •  Buying Roles
  •  Types of Buying Decisions
  •  Scope of Marketing
  •  Process of Marketing Management
  •  Profile of Rural Markets

Some of the distinctive features of the book are as follows:

  • Learning Objectives to give a bird’s eyeview of the topics covered in each chapter.
  • Lucid, concise and simple language.
  • Real life illustrations from Indian industry.
  • Liberal use of tables and diagrams to illustrate the text.
  • Summary at the end of every chapter for quick revision.
  • Case Study at the end of each chapter.
  • Test Questions culled from examinations of various Universities and Business Schools.
  • Select Bibliography for further study. 

We sincerely believe that there is always scope for improvement. Therefore, we invite suggestions for further enriching the book.

Book Content


Part—I : Introduction (indentifying and understanding the market)


    1.    Nature, Scope and Importance of Marketing  (1.3-1.25)

    2.    Modern Marketing Concept  (2.1-2.20)

    3.    Marketing Environment and Marketing System (3.1-3.26)

    4.    Consumer or Buyer Behaviour (4.1-4.29)

    5.    Market Segmentation and Marketing Mix  (5.1-5.32)

    6.    Marketing Research and Marketing Information System (6.1-6.22)

Part—II : Product Mix (CREATING VALUE)

    7.    Product Planning and Product Mix (7.3-7.48)

    8.    New Product Development (8.1-8.26)


    9.    Price Mix (9.3-9.30)

Part—IV : Distribution (DELIVERING VALUE)

  10.    Channels of Distribution (10.3-10.55)

  11.    Physical Distribution of Goods (11.1-11.22)


  12.    Promotion Mix (12.3-12.18)

  13.    Advertising (13.1-13.35)

  14.    Personal Selling (14.1-14.26)

  15.    Sales Promotion, Publicity and Public Relations (15.1-15.16)

Part—VI : Marketing and Society

  16.    Consumer Protection in India (16.3-16.18)

  17.    Marketing of Services (17.1-17.22)

  18.    Rural Marketing (18.1-18.20)

  19.    Strategic Marketing (19.1-19.21)

  20.    Recent Issues and Developments in Marketing (20.1-20.32)


           Some Syllabi on Marketing  Management (A.3-A.30)

           Select Bibliography (A.31-A.32) 

           Index (A.33- A.38)

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