The objective of the 5th Revised Edition of the book “Principles of Marketing” is to provide basic knowledge of concepts, principles, tools and techniques of Marketing and to provide knowledge about various developments in the Marketing. The book covers basic concepts of marketing, marketing philosophies and environmental conditions affecting marketing decisions of a firm. It describes the dynamics of Consumer Behaviour and Process of Market Selection. It analyses the process of value creation through marketing decisions involving product development and many more.
The present book exclusively covers the course contents of the paper Principles of Marketing in B.Com. (Pass) and B.Com. (Hons.) of all Indian Universities as per the Revised Curriculum based on National Education Policy-2020(NEP2020).
Following are the key additions in this edition:
- Social Marketing and Digital Marketing
- Rural Marketing
- Sustainable Marketing and Relationship Marketing
- Logistics Decisions
- Wholesaling and Retailing
- Promotion Decisions and Integrated Marketing Communication
- Branding, Packaging, Labeling and Product Support Services
- Sales Promotion, Public Relations, Publicity and Direct Marketing
Salient Features
- Covers course contents exclusively as perthe National Education Policy (NEP) 2020.
- Chapter Outline to give an overview of topics covered in each chapter.
- Systematic and sequential arrangement of topics as perthe revised syllabus.
- Test Questions at the end of every chapter for self-examination
- Case Studies at the end of each chapter has been provided for better understanding.
UNIT I – INTRODUCTION TO MARKETING
- Nature, Importance and Scope of Marketing
- Evolution of Marketing Philosophies
- Service Marketing
- Marketing Mix
- Marketing Environment
UNIT II – CONSUMER BEHAVIOUR AND MARKET SELECTION
- Consumer Behaviour
- Market Selection: Market Segmentation, Targeting and Product Positioning
UNIT III – PRODUCT DECISIONS AND NEW PRODUCT DEVELOPMENT
- Product Decisions
- Branding, Packaging, Labelling and Product Support Service
- New Product Development and Product Life Cycle
UNIT IV – PRICING DECISION AND DISTRIBUTION DECISIONS
- Pricing Decision
- Distribution Decisions
- Wholesaling and Retailing
- Logistics Decisions
UNIT V – PROMOTION DECISIONS AND DEVELOPMENTS IN MARKETING
- Promotion Decisions and Integrated Marketing Communication
- Advertising and Personal Selling
- Sales Promotion, Public Relations, Publicity and Direct Marketing
- Sustainable Marketing and Relationship Marketing
- Rural Marketing
- Social Marketing and Digital Marketing
ISBN13:
978-93-91820-69-5
Weight:
500.00
Edition:
5th Revised Edition
Language:
English
Title Code:
1191