Modern Marketing (Sem 3, Bangalore Univ)

ISBN Number : 978-93-5495-308-8

Student Price : Rs.298

Student Dollar Price : 12$

Book Edition : First

Year of Publication : 2021

No. Of Pages : 324

Book Weight :420

About The Book

Marketing occupies the prime place in business activity of any organisation. The purpose of marketing has changed over the years. Those changes have accelerated at a break-neck pace in the past 10 years (thanks to internet), as well as in just the past one year thanks to Covid-19 pandemic. As we look ahead in 2021, everyone is stressed out over the role of marketing and what it is supposed to look like.

Business leaders are stressed because the future of their business survival in the current corona virus – induced economic turbulence looks bleak. But they can do well by promoting successful marketing activities. Marketing departmental heads are also stressed. Because they have to prove their worth by adapting strategic marketing plans and answer positively to their top management.

On the other side, there are widely talented multi-dimensional digital marketing work force including managers, coordinators, specialists and strategists. These people are also stressed. They have to understand what people expect from them, what success look like and a clear understanding of how they are supposed to be working with and supporting other members of their company.

Whether you are business leader or marketing manager or digital marketing specialist, all these have some questions in common. What is the purpose of marketing? How should marketing be working with other teams or departments? How can marketing people tell that marketing is doing its job well? And when they are doing wrong? How should they get to the right track? The answer to these questions will tell about good marketing process.

In this backdrop, this title MODERN MARKETING speaks about various aspects of marketing and how strategic marketing tool can facilitate the successful growth of the business. This work covers areas such as marketing basics, marketing environment, marketing-mix, market segmentation, consumer behaviour and recent trends in marketing including digital marketing, CRM, social marketing and so on.

This work covers the syllabus of Modern Marketing. Prescribed for B.Com (2020-21 onwards) third semester of Bangalore University. The book written in a simple style, has adequately covered all aspects of marketing and students and readers alike will get information about the basics of marketing. Practicing marketers can also get inputs to succeed in their marketing business. We earnestly hope that all concerned will enjoy reading this work and internalise the marketing process to take up a job in marketing field.


Contents -

Unit – I: Introduction to Marketing and Services
1. Introduction to Marketing
2. Introduction to Services
3. Indian Service Sector
Unit – II: Marketing Environment (Marco and Micro)
4. Marketing Environment
Unit – III: Marketing Mix
5. Marketing-Mix - I (Meaning and Product Analysis)
6. Marketing-Mix-II (Product Planning, Classification and Product Life Cycle)
7. Marketing-Mix-II (Pricing Decisions)
8. Marketing-Mix-IV (Promotion-Mix - I)
9. Promotion-Mix-II (Advertising)
10. Marketing-Mix-V (Physical Distribution)
11. Marketing-Mix-VI (Branding and Packaging)
Unit – IV: Marketing Segmentation and Behaviour
12. Market Segmentation
13. Consumer Behaviour
Unit – V: Recent Trends in Marketing
14. Recent Trends in Marketing-I (E-Business, Green Marketing, Grey Marketing and Relationship Marketing)
15. Recent Trends in Marketing-II (Digital Marketing)
16. Recent Trends in Marketing-III (Retailing)
17. Recent Trends in Marketing-IV (Brown Marketing, Viral Marketing, Virtual Marketing, Reversal Marketing and Event Management)
18. Customer Relationship Management and Social Marketing
Business Lab Activities

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.

H.A. Bhaskara -
B.Sc., MBA
Joint Manager,

Mr. H.A. Bhaskar is a service professional working for Karnataka Beverages Corporation Ltd., Bengaluru. He holds B.Sc. degree and MBA in Materials Management from Indian Institute of Materials Management, besides holding PG Diploma in Materials Management from the same Institute. He has over 25 years of experience and has 16 titles to his credit on Commerce and Management subjects.

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