Marketing Management : Text, Cases, Problems and Hints

Contents: Preface. 1. Marketing management: an introduction. 2. Nature and scope of marketing.  3. Marketing concept. 4. Importance of marketing and its growing relevance in India. 5. Marketing environment-demographic, economic, natural and technological. 6. Marketing environment-political, legal and socio-cultural. 7. The Indian marketing environment. 8. Buyer behaviour. 9. Determinants of buyer behaviour. 10. Profile and features of Indian consumers. 11. Market segmentation. 12. Concept of Niche marketing. 13. Product planning and development. 14. Deciding product policy. 15. Product line decisions. 16. Brand equity. 17. Packaging and labeling. 18. Concept of product life cycle. 19. Pricing : influencing factors, objectives and procedure. 20. Pricing: methods, policies and strategies. 21. Marketing channels. 22. Logistics decisions and physical distribution. 23. Marketing communications. 24. Promotion : concept and tools. 25. Advertising. 26. Advertising media. 27. Personal selling. 28. Public relations. 29. Direct marketing. 30. Sales promotion. 31. Marketing research. 32. Marketing control. 33. Marketing in the 21 century-trends, developments, emphases and challenges. 34. Globalisation and marketing. 35. Impact of technological advances on marketing. 36. Regulations on marketing. 37. Rural marketing. 38. Services marketing.

The aim of this book is to provide knowledge by reviewing a number of important marketing concepts, tools, frameworks, trends, and issues. This is an essentials book, dealing with marketing text, cases and problems. While the book is designed for BBA course students, it has sufficient coverage for P.G. and M.B.A. marketing courses. The unique feature of this book is the inclusion of short cases (many with helpful hints) in the end of each chapter. Each case focuses on a specific issue related to a topic covered in the chapter or text. In line with the managerial approach in this book, the cases provide an opportunity for problem analysis and decision-making by the student. The cases provide the students with more experience in and exposure to, real life marketing situations.