Principles Of Marketing (For B.Com, BBA, BBM And BMS) by J. P. Mahajan, Anupama Mahajan
Book Summary:
Increasing complexity of markets, skyrocketing aspirations of customers, and use of interactive technology at an ever-accelerating pace have made marketing an evolving and dynamic discipline. Consequently, marketing mantras have also been changing from product-centric to customer-centric, and then from customer satisfaction to customer delight. Marketers are acquiring information and understanding of customers on an ongoing basis, and are then using it to provide a wide variety of products and services at affordable prices to effectively and efficiently satisfy customer needs and wants. All this makes marketing not only relevant, but also quite an exciting subject of study.
In developing this book in its present form, we have been benefited by extensive interactions and exchange of views with our teacher colleagues, scholars and experts in the area to whom we gratefully acknowledge our indebtedness. Over the years, we have found our students to be a source of silent inspiration. We are indeed thankful to them for unintentionally providing both insights and inputs through their probing questions during the course of classroom discussions
Audience of the Book :
This book Useful for Commerce And Management
Sailent Feature:
1. Learning Objectives: Each chapter opens with the synoptic view of its coverage through Learning Objectives, providing a preview of what students will learn by reading and studying the chapter
2. Study Aids: Each chapter makes a careful and productive use of a variety of study
aids, such as Flow Charts, Tables, Exhibits, Figures and Boxes. Numerous photographs, advertisements and snapshots have been incorporated into the fabric of the text to enhance comprehension and stimulate interest in marketing tools used by firms to communicate value to customers
3. Project Exercises: Each chapter contains a few project exercises that provide students with the opportunity to experience marketing issues in a personal way, and also reinforce their awareness of the practical issues affecting marketing, and the types of choices and decisions that marketers make
4. Case Studies: Each chapter concludes with a substantial case study enabling students to acquire greater conceptual clarity and sharpen their diagnostic skills of marketing problem solving
Table of Contents:
1. Introduction to Marketing
2. Marketing Mix
3. Marketing Environment
4. Consumer Behaviour
5. Market Segmentation, Targeting and Positioning
6. Product Concepts
7. New Product Development and Product Life Cycle
8. Pricing
9. Promotion
10. Tools of Promotion
11. Marketing Channels & Distribution Logistics
12. Wholesaling and Retailing
13. Rural Marketing & Changing Retail Scenario in India
14. Recent Issues and Developments/Trends in Marketing
