The book is an indispensable and well-written book on Marketing and contains several distinctive features. It contains several topics of contemporary interest eg., Relationship Marketing, Social Marketing, Rural Marketing, Market of Services, Consumer Protection, Strategic Marketing, Online Marketing and so on.
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.
Part I : Introduction (Indentifying and Understanding the Market)
- Nature, Scope and Importance of Marketing
- Modern Marketing Concept
- Marketing Environment and Marketing System
- Consumer or Buyer Behaviour
- Market Segmentation and Marketing Mix
- Marketing Research and Marketing Information System
Part II: Product Mix (Creating Value)
- Product Planning and Product Mix
- New Product Development
Part III: Pricing (Capturing Value)
Part IV: Distribution (Delivering Value)
- Channels of Distribution
- Physical Distribution of Goods
Part V: Promotion (Communicating Value)
- Promotion Mix
- Advertising
- Personal Selling
- Sales Promotion, Publicity and Public Relations
Part VI: Marketing and Society
- Consumer Protection in India
- Marketing of Services
- Rural Marketing
- Strategic Marketing
- Recent Issues and Developments in Marketing
Appendix
Some Syllabi on Marketing Management
Select Bibliography
Index
ISBN13:
978-93-5161-121-9
Weight:
850.00
Edition:
19th Revised Edition
Language:
English
Title Code:
187