Marketing Management

ISBN Number : 978-93-5142-601-1

Student Price : Rs.275

Student Dollar Price : 11$

Book Edition : First

Year of Publication : 2014

No. Of Pages : 276

About The Book

Marketing Management is one of the functional areas of management ant it is a vast and big area of study and a never ending process too. The end need for effective marketing is as strong as ever in today’s highly competitive and global business environment. The challenge for academics and practitioners alike is how best to apply the principles of marketing to secure strategic advantage. This book offers adequate and up-to-date on the current marketing challenges and problems to be faced by the marketing managers. In fact such challenges must be viewer as golden opportunities to be capitalized by marketers with the help of integrated plans and strategies. Such planned and timely responses can easily secure best rapport with dynamic economic and social demands and deliver rich dividend to marketing enterprises.

This book for the Vth semester B.Com students of the Mahatma Gandhi university, Kerala, Calicut and Kannur University. The theories of marketing described in this book cover the syllabi of marketing Management of Commerce under graduate course of all these Universities in Kerala.


Contents :

1. Overview of Marketing
2. Marketing Management
3. Customer Demand and Market Segmentation
4. Buyer Behaviour
5. Marketing Planning/Strategy
6. Product plan (The heart of the Marketing MIx)
7. Product-Related Strategies
8. Price (Unique Element in Marketing MIx)
9. Sales Management
10. Advertising (Value-based Mass Communication)
11. Managing Distribution Channels (Part - I)
12. Managing Distribution Channels (Part - II)
13. Physical Distribution (The other Half of Marketing)
14. International Global Marketing (Part - II)
15. Logistic and Supply Chain Management

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".

Dr. P.N. Harikumar is working as the Head of the Post-graduate Department of Commerce and Tourism, Catholicate College, Pathanamthitta, Kerala. He did hid M.Com. (Finance) in SVRNSS College, Vazhoor, Kottayam in 1991, and completed his M.Phil. (Finance) in 1993 from the University of Kerala. He got his Ph.D. in Commerce in 2006 from University of Kerala and also got second rank in MBA degree examination from the same university in 2009. After MBA degree, he got his second Ph.D. in Management Studies (Marketing) from University of Keralain 2013. He is one of the secretary of Commerce and Management Association (PCMA), Life Member of Indian Commerce Association (ICA) and Indian Accounting Association (IAA). He is the Chief Editor of an International Journal, COMMERCE AND MANAGEMENT EXPLORER and also a national Journal, KEGEES JOURNAL OF SOCIAL SCIENCE. Moreover, he is a member of editorial board of seven more national Journals. So far, he published 80 research papers in Journals of both national an international repute. He has participated and presented and papers in 21 international conferences in some of the best universities in India and abroad particularly in Thailand. He has also participated and presented papers in more than 25 national seminars in India. He organized large number of research methodology workshops, seminars and FDRs relating to the Applications of Statistical Techniques in Research, particularly, Multi-varite Analysis and Panel Data Analysis and Time series regression models. He has attended special research training programmers in Indian Institute of Management (MM), Indian Institute of Technology (IIT), Tata Institute of Social Science (TISS) and International Business School (IBS). His specialization is Applications of Quantitative Methods in Research. Seven Ph.Ds. have been awarded under his guidance. Currently, 10 research scholars are working under his guidance in Mahatma Gandhi University, Kerala. He is a chief resource person in UGC-Academic Staff College of Mysore University, Bangalore University and S.V University, Thiruppathi for Refresher in Commerce and Management and other subject of social science.

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