Marketing Management (Bengaluru Univ)

ISBN Number : 978-93-5367-982-8

Student Price : Rs.225

Student Dollar Price : 9$

Book Edition : First

Year of Publication : 2020

No. Of Pages : 300

Book Weight :392

About The Book

In any business activity, marketing occupies the centre stage and facilitates the smooth running of business. Keeping this aspect in view, all the universities which offer business education, compulsory prescribe "Marketing" as one of the major subjects of study. Banglore Central University has prescribed "Marketing Management" as one of the subjects in BBA course.

This title "Marketing Management" covers issues such as basics and functions of marketing, marketing environment, marketing-mix, digital marketing and services marketing. It is written in a very simple and easily understandable style. Students and readers can easily assimilate all the isssues of marketing. Skill exercises are given at the end. We expect that students enjoy reading this book and learn the basics of marketing.


Contents -

Module - I: Introduction to Marketing
1. Introduction to marketing
2. Recent Trends In Marketing-I
(E-Business, Green Marketing, Relationship Marketing)
3. Recent Trends In Marketing-II
(Digital Marketing, Social Media Marketing And E-Taling)
Module - II: Marketing Environment (MACRO)
4. Marketing Environment (MACRO)
Module - III: Market Segmentation and Consumer Behaviour
5. Market Segmentation
6. Consumer Behaviour
Module - IV: Marketing Mix
7. Marketing-Mix-I (Meaning And Product Analysis)
8. Marketing-Mix-II (PLC, Product Planning)
9. Marketing-Mix-III (Branding & Packaging)
10. Marketing-Mix-IV (Pricing)
11. Marketing-Mix-V (Physical Distribution)
12. Marketing-Mix-VI (Promotion-Mix - I)

13. Promotion-Mix-II (Advertising)
14. Promotion-Mix-III (Personal Selling)
15. Services Marketing
Skill Development

About The Author

Prof. H.R. Appannaiah is an erudite scholar and a prolific writer. He has promoted educational institutions and has a teaching experience of over 50 years, serving in the capacity of professor, principal and the director of postgraduate center. He has widely travelled abroad and has presented many research papers in national and international conferences. He has authored over 90 titles on Commerce and Management subjects, catering to the needs of graduate and postgraduate studies in Commerce and Management. He is a member of Federation of Chambers of Commerce and Industry in Karnataka and has served as Chairman of Business Education Committee, besides being the member of International Trade Committee, IT Committee and Tourism Committee. He has founded Federation of Teachers` Councils of Commerce and Management in Karnataka to revamp business education. As a Founder President, he has contributed to give a new turn to business education in Karnataka. At the instance of the Federation, Government of Karnataka appointed a high-powered committee to restructure business education in Karnataka for which he was appointed as a member. He has won many laurels for his contribution to business education.

Prof. H.R. Ramanath, M.Com, MBA, M.Phil, (Ph.D.) is working as Professor of Management at Post Graduate Centre for Management Studies of Surana College Bangalore. Prior to this assignment, he has served in Manufacturing and IT industries for ten years. Very young and bright scholar, Prof. H.R. Ramanath has twelve books to his credit on Commerce and Management and a teacher par excellence.

Prof. H. A. Bhaskar is a service professional working for Karnataka Milk Federation (KMF) and stationed at Gulbarga Milk Union, Gulbarga as purchase officer. He holds B.Sc. degree and MBA in Marketing. He has also to his credit a post graduate diploma in Materials Management and is serving KMF for the past 17 years.

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