Principles of Marketing (Mumbai Univ)

ISBN Number : 978-93-5202-003-4

Student Price : Rs.170

Student Dollar Price : 7$

Book Edition : Second

Year of Publication : 2017

No. Of Pages : 200

About The Book

The first edition of the book on Principles of Marketing to the students of Bachelor of Mass Media. This book is written on the lines of the Syllabus prescribed by the University of Mumbai. Case studies have been included to enable the students to learn the application of marketing principles.


Contents :

1. Introduction to Marketing Concepts
2. Marketing Environment
3. Developing Marketing-mix
4. Managing the Product
5. Branding and Packaging
6. Pricing of Products
7. Managing Distribution Channels
8. Retailing
9. Integrated Marketing Communication
10. Advertising
11. Sales Promotion
12. Personal Selling
13. Market Segmentation, Targeting and Positioning
14. Types of Marketing
15. Marketing Information System

About The Author

(Late) Professor S.A. Sherlekar was Professor and Head of the Department of Business Management in R.A. Podar College of Commerce and Economics, Matunga, Mumbai. He was a brilliant academician and held Masters Degrees in Arts and Commerce. He wrote the first book on Marketing Management in the year 1981 when there was hardly any other Indian books on Marketing Management. Since then, the title has gone through successful revised editions and reprints showing the popularity of the book. His other books include "Principles of Business Management", "Modern Business Organisation and Management", "Global Marketing Management" and "Management - Value Oriented Holistic Approach".

R. Krishnamoorthy has over twenty-five years of professional experience in Sales / Marketing and ten years in HR. He was National Sales Manager at Sandoz Agro and General Manager (HR) at Syngenta Crop Protection.

He has written twenty-five articles on Sales, Marketing and HR, two reference books on "Introduction to Rural Marketing" and "Personal Selling and Sales Management" and two text books on HR. Further, he has revised the popular book on "Marketing Management" written by (Late) Professor S.A. Sherlekar.

A Graduate in Agriculture, he holds a Masters Degree in Marketing Management and a Post-Graduate Diploma in HR. At present, he is engaged in writing and teaching in Management Institutes in Mumbai.

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