Marketing Management

ISBN Number : 978-93-5024-257-5

Student Price : Rs.295

Student Dollar Price : 12$

Book Edition : First

Year of Publication : 2010

About The Book

This book, Marketing Management, addresses these issues fully. Each chapter opens with a Preview case which will provide you some fundamental ideas about the practical side of the concepts Indian discussed therein. In addition to this, many examples picked out from the current Indian marketing scenario are included in the text. The book is profusely illustrated with sample of product offers, and advertisements relevant to each topic. These will help you to understand the practical side as you learn the theory.

Book Content of Marketing Management

 

UNIT I
  1. Introduction to Marketing
  2. Marketing Environment
  3. Marketing Information System
  4. Marketing Research
  5. Marketing Planning

    UNIT II

  6. Market Segmentation, Targeting and Positioning
  7. Consumer Behaviour

    UNIT III

  8. Product Decisions
  9. New Product Development
  10. The Concept of Product Life Cycle

    UNIT IV

  11. Pricing Decisions and strategies
  12. Channels of Distribution
  13. Retail Management
  14. Promotion
  15. Personal Selling
  16. Services Marketing
  17. Rural Marketing
  18. Customer Relations Management (CRM)
  19. E-Marketing
  20. International Marketing
  21. Case Studies
Bibliography
Examination Papers.

About The Author

Dr. K. Karunakaran is presently Visiting Professor at St Joseph College of Commerce, Bengaluru, and Academic Consultant. He retired as General Manager from the Fertilisers and Chemicals Travancore Ltd, Kochi, one of the largest Public Sector Enterprises in India, after a long service of 33 years. Being a prolific writer, he has published more than twenty four books on management subjects, most of which are prescribed texts for the MBA courses of various Indian Universities. He has also published several research papers and articles in leading news papers like Economic Times and The Hindu. As a regular contributor to Spectrum, the weekly supplement of Deccan Herald, Bengaluru, he writes picturesquely about his visits to the ancient shrines of Karnataka. As an accomplished artist, he has held many solo exhibitions of his paintings. He is also an active life member of People for Animals.

Book Reviews

Login Form
Username:
Password: