Principles Of Marketing

Marketing is an essential business activity therefore it is necessary for students to understand its basic concepts and strategies.

The book has been written with the objective of providing students with the latest information on various marketing strategies in an organised and simplified format. Besides discussing fundamental concepts, the book also explains various emerging issues in marketing such as customer relationship marketing, rural marketing, direct marketing, green marketing and marketing of services. The subject matter has been presented in a simple and lucid manner. The text, supported with a variety of illustrations and diagrams, enables students to understand and grasp concepts easily.

Each chapter begins with the learning objectives to provide a birds eye view of the content. At the chapter-end, a summary is provided in bullet points to help students conceptualise and recapitulate the chapter quickly. Various objective and subjective type questions are provided to help students to test their knowledge and understanding of the topics before moving on to the next concept. Inclusion of case studies and examples of corporate sector provide a practical orientation to the text and help students to understand concepts in context of real-world situation.

Audience

The book is positioned for the undergraduate students of commerce, arts and management. However, it can also be recommended to postgraduate students of commerce (M.Com.) and management (MBA and other PG Diploma courses).

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Preface

1. Marketing: An Introduction

2. Marketing Environment

3. Marketing Information Systems and Marketing Research

4. Consumer Buying Behaviour

5. Market Segmentation

6. Product Decisions

7. Pricing Decisions

8. Promotion Strategy

9. Channels of Distribution

10. Retailing

11. Rural Marketing

12. Green Marketing

13. Marketing of Services

14. Customer Relationship Marketing

15. Managing Direct and Online Marketing

16. Consumerism

Glossary Index