Marketing Management

ISBN Number : 978-93-5693-548-8

Student Price : Rs.898

Student Dollar Price : 36$

Library Price : Rs.1895

Library Dollar Price : 76$

Book Edition : Fourth

Year of Publication : 2023

No. Of Pages : 660

Book Weight :1258

About The Book

The arena of marketing is being swept by cataclysmic waves of revolutionary changes, of late, making some of the earlier concepts and theories redundant. Today's marketing milieu is dominated mostly by tech-savvy and Internet browsing customers. Marketers, therefore, need to actively participate in relevant social groups and communities to interact and influence their target audiences. Social media marketing is a must today to target a wider customer base and expand any business. Also, in today’s marketing scenario, interruptive marketing is out, and permission marketing is becoming more prominent due to its effectiveness and impact.

In view of these changes, the following latest trends in marketing have been included in this revised edition:

• Basics of Digital Marketing
• Social Media Marketing
• Marketing 4.0
• Permission Marketing
• Emotional Branding
• Influencer Marketing
• Brand Ecosystems


Contents :

1. Introduction to Marketing
2. Understanding the Marketing Environment
3. Market Segmentation, Targeting and Positioning
4. Buyer Behaviour (Consumer Behaviour)
5. Marketing Research
6. Demand Measurement and Sales Forecasting
7. Product Decisions
8. The New Product Development Process
9. The Concept of Product Life Cycle (PLC)
10. Services Marketing
11. Pricing Decision and Strategies
12. Distribution Decisions
13. Marketing Communication
14. Personal Selling and Sales Force Management
15. Customer Relationship Management (CRM)
16. Marketing Planning
17. Rural Marketing
18. Consumerism
19. Retail Management
20. Global Marketing
21. Insurance Marketing
22. Basics of Digital Marketing
23. New-Horizons in Marketing
24. Indian Marketing Environment
25. Competition Analysis and Strategic Response
26. Event Marketing
27. Marketing Information System (MkIS)
28. Business Marketing (B2B)
29. Social Marketing
30. Neuromarketing
31. Fundamentals of Marketing of Services
32. Direct Marketing
33. Case Study

About The Author

Dr. K. Karunakaran is presently Professor at St. Josephs College of Commerce, (Autonomous), Bengaluru, and Academic Consultant. He retired as General Manager from the Fertilisers and Chemicals Travancore Ltd, Kochi, one of the largest Public Sector Enterprises in India, after a long service of 33 years. Being a prolific writer, he has published more than twenty six books, most of which are prescribed texts and study materials for the MBA and M.Com. courses of various Indian Universities. He has also published a photo-journalism themed book Temples and Legends of Karnataka which covers the details of the origin, history, architectural significance and fascinating legends of 108 temples. He has contributed several research papers and articles in leading newspapers like Economic Times, News Time, Deccan Chronicle, The Hindu and Deccan Herald. He has been a recipient of the Fertiliser Association of Indias National Level Award for the Best Article on Marketing for two years. He is also an accomplished artist and has held many solo exhibitions of his paintings. He is an active life member of the NGO People for Animals.

Dr. Karunakaran has obtained certification as an Accredited Management Teacher (AMT) conferred by the All India Management Association (AIMA), New Delhi. He is the proud winner of the Dr. Sarvepalli Radhakrishnan DISTINGUISHED PROFESSOR National Award, 2021, in Marketing Management, conferred by the Center for Professional Advancement and Dr. Sarvepalli Radhakrishnan BEST TEACHER National Award, 2022, in Marketing Management, conferred by the International Multidisciplinary Research Foundation.

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