Principles of Marketing (Telangana Univ)

ISBN Number : 978-93-5262-235-1

Student Price : Rs.190

Student Dollar Price : 8$

Book Edition : First

Year of Publication : 2016

No. Of Pages : 180

Book Weight :238

About The Book

It gives me great pleasure to present the First Edition of the book on Principles of Marketing to the students of B.Com. (Hons.) (CBCS). This book is written on the lines of the New Syllabus prescribed by the University of Telangana. Case studies have been included to enable the students to learn the application of marketing principles.


Contents -

Unit I : Introduction
1. Nature and Scope of Marketing
2. Marketing Management and Marketing Mix
3. Direct and Online Marketing
4. Marketing of Services
Unit II : Market Environment
5. Marketing Environment
6. International Marketing
Unit III : Market Segmentation
7. Market Segmentation, Targeting and Positioning
Unit IV : Consumer Behaviour
8. Consumer Behaviour
9. Industrial Buying Behaviour
Unit V : Market Research and Ethics in Marketing
10. Marketing Information Syatem and Marketing Research
11. Marketing Research Process
12. Marketing Ethics

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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