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 PG and MBA 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 692 pp.…