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Below are the contents which you would see in MarketingManagement Textbook especially made for MBA Students.
UNIT I
INTRODUCTION: Meaning and Scope of Marketing – Concepts in Marketing – Role and Functions of Marketing Department – Marketing Process – Interface with other functional areas of Business – Indian Marketing Environment
UNIT II
MARKETING TRENDS AND RESEARCH: Scanning the Marketing Environment – Marketing Intelligence and Information System – Demand Measurement and Forecasting – Data Warehousing and Data Mining.
UNIT III
MARKET SEGMENTATION: Definition – Need and Benefits of Segmentation – Bases for Market Segmentation of Consumer Goods – Industrial Goods and Services – Niche and Local Marketing – Evaluating & Selecting Target Markets – Positioning – Value Proposition and Unique Selling Proposition(USP).
UNIT IV
Honda hds 3.102 download. CONSUMER BEHAVIOR: Analyzing Consumer Markets and Buyer Behavior- Factors influencing buyer behavior- The Buying Decision Process – Stages in Buying Decision Process – Analyzing Business Markets and Business Buying Behavior- Business Markets Vs Consumer Markets – Business Buying Process – Factors Influencing Business Buying Process.
UNIT V
PRODUCT AND NEW PRODUCT DEVELOPMENT: Product – Definition – Product Mix – Levels of Product – Product Life Cycle- Managing the Product in Product Life Cycle ( PLC ) – New Product Development – Testing & Commercialization.
UNIT VI
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PRICING STRATEGY: Meaning & Importance -The Pricing Objective – Factors Influencing the Pricing Decisions -Methods of Pricing and Managing the Price Changes.
PLACE: Importance and Functions of Distribution Channels – Introduction to Various Channels in Distribution- Whole selling – Retailing – Franchising – Direct Marketing – Designing Channels of Distribution – Impact of Technology and Internet on Distribution.
UNIT VIII
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PROMOTION: Promotional Mix – Advertising – Sales Promotion – Publicity – Personal Selling and Direct Marketing – Developing and Managing Advertisement Programs and Managing Integrated Communications.
Click Here To Download (Link-1)Click Here to Download (Link-2)- Philip Kotler, Marketing Management, 11th Edition, Pearson Education, 2003.
- Kurtz & Boone, Principles of Marketing, 12th Edition, Cengage Publications, 2010.
- Philip Kotler, Marketing Management – Analysis, Planning, Implementation and Control, Prentice Hall of India.
- Kotler and Koshy, Marketing Management – A South Asian Perspective, Pearson 2007.
- S A Sherlekar, Modern Marketing,
- Rajan Saxena, Marketing Management.