Principles of Marketing (BMS Sem II Mumbai)

ISBN Number : 978-93-5299-580-6

Student Price : Rs.145

Student Dollar Price : 6$

Book Edition : First

Year of Publication : 2019

No. Of Pages : 156

About The Book

We are pleased to present the book on Principles of Marketing to the students of F.Y. BMS (Semester-II), University of Mumbai. The book has been written as per the syllabus prescribed by the University with effect from academic year 2018-2019.

This book gives a holistic understanding of marketing principles, marketing environment, research, consumer behaviour, branding, communications and the trends in marketing, which will enable the reader to get familiar with the art of marketing.

The writing style, examples and illustrations used in the book, make it easier for the reader to comprehend and establish a connection between theory and practice. Practical application of theory is also provided through case studies. These relevant case studies are compiled through secondary sources which will help the reader in the critical analysis of the concepts discussed in the book. The book focuses on the shift from sellers market to buyers market and explains the importance of keeping pace with the ever changing needs and wants of the consumer for a marketing manager to survive in the competitive market.

It is a comprehensive marketing book covering marketing theory and practice with consistent updates that reflect the changing business and marketing environment. The condensed nature of the book extensively covers marketing definitions, theories, models, strategies, trends along with the examples that are setting the benchmark for marketers today.


Contents -

1. Introduction to Marketing
2. Marketing Environment, Research and Consumer Behaviour
3. Marketing Mix: Meaning — Elements of Marketing Mix
4. Segmentation, Targeting and Positioning and Trends in Marketing

About The Author

Dr. Rinkesh Chheda, a Management graduate specializing in Marketing and Finance along with a dual post graduate degree holder in Masters in Commerce (Management) and Masters in Management Studies (Finance). He also acquired a competitive degree in NET (Management) with a doctoral degree in Commerce, Faculty of Commerce and Management in the field of academics. He is working as an Assistant Professor at SIES College of Commerce and Economics, Sion (East) with BMS Department. He is teaching subjects like Logistics and Supply Chain Management, Corporate Communication and Public Relations, Production and Total Quality Management, Brand Management, Retail Management, Business Planning and Entrepreneurship Management, etc. Apart from management studies, he is also associated with Bachelor of Mass Media course teaching subjects like Brand Building, Consumer Behaviour, Principles and Practice of Direct Marketing, etc. With a rich experience in teaching fraternity, he also possess an industrial experience as a corporate trainer. He is working with a well renowned companies serving for almost 5 years before entering into teaching fraternity. He has participated and presented around 20 research papers in various national and international conferences.

Dr. Pashmeen Kaur Anand is currently working at Sasmira, teaching at the post graduate level. She graduated in BMS Marketing, and has a double post graduation degree: Masters in Management Studies (Marketing) and Masters in Commerce (Business Management). She holds a doctoral degree in Commerce, Faculty of Commerce and Management. She has around 10 years of teaching experience along with good corporate experience. In addition to her academic achievements, she has been invited as a keynote speaker and a resource person at various renowned institutions such as SVKMs Pravin Gandhi College of Law, University of Mumbai Law Academy, Alard University of Management, Pune, to name a few. She has held various positions such as BMS Co-ordinator, Ph.D. Co-ordinator and Academic Co-ordinator. She teaches both under graduate and post graduate students.

With a keen interest in research, Dr. Pashmeen has more than 14 research papers to her credit, published in various national and international journals. She has also guided under graduate students in their research.

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