Modern Marketing (Bengaluru Univ)

ISBN Number : 978-93-5367-942-2

Student Price : Rs.250

Student Dollar Price : 10$

Book Edition : First

Year of Publication : 2020

No. Of Pages : 360

Book Weight :458

About The Book

Marketing is a vital function of any business activity. It describes a collection of skills that are useful for a business. It Explores customer perceptions and serves as a primary source of profit for a business. Marketing utilizes various data to make smart and insightful business decisions.

On a broader scale, marketing skills, besides helping business world to grow , are helpful for people and economy to know the basic values that connect people, brands and business. Business houses with all their robust business plans cannot sucessfully implement those plans, without the help of amrketing process. Because every business activity (which is the supply side of goods and services) focuses on demand for its product or service. Demand is generated by customers. Marketing function facilitates the connectivity between the business house and customer base.

Thus, 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, compulsorily prescribe "Marketing" as one of the major subjects of study. Bangalore Central University has prescribed "Modern Marketing" as one opf the subjects of study in B.Com. course.

 

Contents -

1.Introduction to Marketing
2.Recent Trends in Marketing-I(E-Business, Green Marketing, Grey Marketing)
3.Recent Trends in Marketing-II(Customer Relationship Management and Social Marketing)
4.Retailing
5.Marketing Environment
6.Market Segmentation
7.consumer Behaviour
8.Marketing-Mix-I (Meaning and Product Analysis)
9.Marketing-Mix-II (PLC, Product Planning)
10.Marketing-Mix-III (Branding & Packaging)
11.Marketing-Mix-IV (Pricing)
12.Marketing-Mix-V (Physical Distribution)
13.Marketing-Mix-VI (Promotion-Mix-I)
14.Promotion-Mix-II (Advertising)
15.Promotion-Mix-III (Personal Selling)
16.Digital Marketing
17.Services Marketing-I (Basic Aspects and Marketing-Mix)
18.Banking Innovations (Electronic Banking)
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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