All great things grow very slowly, very silently without making any noise". This profound and statement of the great mystic OSHO has brought in us a gung-ho and invigoration do one helluva thing that is to facilitate our valuable customers—the future of India who are none other than the student community with this holistic and tailor-made, all encompassing titled "Marketing Management".
Our customers are our readers, keeping this in mind and to add value to existing fund of knowledge in the student friends, we have taken every risk to write the subject lucidly, comprehensively and meaningfully, using our intellectual capital to enhance the intellectual capacities of our readers.
With the advent of Infotech Society in the globe, the buzzwords in marketing arena are E-markeing, On-line marketing, Virtual marketing, Tele-marketing,
E-commerce, Mobile-business, Mobile commerce, E-mails, E-entertainment, Multiplex, Customer Relationship Marketing (CRM) and what not.
Today's customers have wide choice in product selection at competitive price with global or world class quality which our forefathers were deprived of. Keeping the turbulent changes in all aspects of human activities much less in marketing activities, we have strived e same time hilariously to fulfill the requirements of prescribed syllabi and beyond. The pace of change is so rapid and drastic, we certainly know that the student community will because, before understanding thoroughly one concept, a new concept emerges, emerges. Hence, we took the responsibility as a bulwark to facilitate the readers in the wake of changing momentum and give value for our reader's money.
Every chapter in the book starts with learning objectives, a well-thought-out arrangement of sub-heading with rich content providing ample Indian examples wherever necessary followed. objective, by summary, objective analytical and essay type questions.
Unit – 1 Introduction To Marketing
Unit – 2 Marketing Environment (Macro)
Unit – 3 Marketing Mix
Unit – 4 Market Segmentation and Consumer Behaviour
Unit – 5 Customer Relationship Management