Basics of Marketing

ISBN Number : 978-93-5097-991-4

Student Price : Rs.280

Student Dollar Price : 11$

Book Edition : First

Year of Publication : 2017

No. Of Pages : 238

Book Weight :336

About The Book

More and More students in MBA Institutes are found to preferring books written by Indian authors over foreign authors, the reason behind this is very simple.

  1. They find the language more simpler than the foreign authors.
  2. The matter is mostly Point-wise and syllabus-oriented, the students can by-heart it and reproduce in the answer sheets.
  3. The books are normally printed in bolder types, are handy and the number of pages per chapter are few.
  4. Generally Written by faculties and so the questions are generally based on these books only.

So far so good but what are the drawbacks? The drawbacks are not known to the students and most of the faculty members who are mostly academicians without any worthwhile industry experience.This lead to a situation where the faculties and the students give importance and spend more time in discussing inconsequential issues which are not at all important while working in the industry; the students fare badly in the written tests conducted by major industries (as a recruitment procedure) and are unable to explain simple issues in personal interviews.

It is a common complaint of all the recruiters that the students are not readily employable (even persons like Azim Premji of WIPRO and Narayana Murthy of Infosys have time and again raised issue). These authors having spent a good amount of time in industry successfully at various important positions felt the need to remove this lacunae and correct the situation and so this book.


Contents :

1. Introduction to Marketing
2. Consumer Behaviour
3. Market Segmentation
4. Marketing Environment
5. Marketing Mix
6. Marketing Planning
7. Marketing Organization
8. Marketing COntrol
9. Social Responsibility of Marketing Organizations
10. Career in Marketing Question Papers

About The Author

Dr. Suresh Abhyankar - B.Sc., PGDM (FAM), MPM, Ph.D.

Started career as manufacturing chemist in Bayer India Ltd. and then shifted to sales and marketing. Worked with Hindustan Milkfoods (now known as GlaxoSmithKline Beecham Consumer Products Ltd.) for 18 years and was involved in market development in western region and many product launches including BOOST, Chocolate Horlicks and anti-dandruff Brylcreem. Worked as marketing head of Pickwick brand biscuits and turned it around from loss making to profit making company in a very short period.

Worked as marketing consultant for many years; specializing in sales skills training, deciding distribution logistics and establishing strong channel by selecting right quality channel partners. Recruited and trained sales staff of companies like Whirlpool of India Ltd., Japan Tobacco, Pravin, BASF (Agri.) etc.

Taught marketing subjects in all the Pune based management institutes and currently working as Director for Sai Sinhgad Business School.

Professor Anil Keskar is currently Advisor (Management Studies) at the Dr. D.Y. Patil Vidyapeeth, Pune.

Professor Keskar is a Metallurgical Engineer from the Government College of Engineering, Pune (COEP), and did his MBA from the Department of Management Sciences, University of Pune (popularly known as PUMBA).

Upon completing his studies, he spent about twenty - five years in various industries like International Computers, Thermax, Kirloskars, Amalgamations, Sanmar Engg., and Kalyanis. Professor Keskar has experience in working in different functional areas like operations, logistics, marketing, and HR. He left his industrial stride in the year 1994, to pursue his research in Strategic Marketing, which he completed with a Ph.D. in the year 1996.

Professor Keskar has worked as Director at some of the premier Management Institutes in Pune. In the year 2007, he superannuated as Professor and Head of the Department of Management Sciences, University of Pune (PUMBA). He had worked as Director (Management Programs) at Sinhgad Technical Education Society, and also as Dean - Academics Symbiosis International University, before taking over the current assignment.

Book Reviews

Login Form