Introduction to Marketing Management (With Case Studies)

Student Price : Rs.115

Student Dollar Price : 5$

Book Edition : First

Year of Publication : 2005

No. Of Pages : 337

About The Book

It given us great pleasure to present the first edition of Introduction to Marketing Management to the students of Bachelor of Management Studies. This book is written on the lines of the syllabus prescribed by the University of Mumbai. We have included case studies to enable the students to learn the application of marketing principles.

We request the teachers, students and others to provide constructive suggestions to further improve the contents and quality of this book.

Book Content of Introduction to Marketing Management (With Case Studies)
  1. Introduction to Marketing Concept
  2. Marketing Mix and Marketing Organisation Structure
  3. Marketing Information and Research
  4. Marketing Research Process
  5. Buyer Behaviour
  6. Market Segmentation, Targeting and Prositioning
  7. Product Concept, Product Life Cycle and New Product Development
  8. Branding, Packaging and Services
  9. Managing Distribution (Part I)
  10. Managing Distribution (Part II)
  11. Promotion
  12. Price
  13. Social Responsibility
  14. Consumerism / Consumer Protection Act and Business Ethics
  15. Case Studies


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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