Marketing Management

ISBN Number : 978-93-5024-257-5

Student Price : Rs.295

Student Dollar Price : 12$

Book Edition : First

Year of Publication : 2010

Book Weight :0

About The Book

This book, Marketing Management, addresses these issues fully. Each chapter opens with a Preview case which will provide you some fundamental ideas about the practical side of the concepts Indian discussed therein. In addition to this, many examples picked out from the current Indian marketing scenario are included in the text. The book is profusely illustrated with sample of product offers, and advertisements relevant to each topic. These will help you to understand the practical side as you learn the theory.

Book Content of Marketing Management

 

UNIT I
  1. Introduction to Marketing
  2. Marketing Environment
  3. Marketing Information System
  4. Marketing Research
  5. Marketing Planning

    UNIT II

  6. Market Segmentation, Targeting and Positioning
  7. Consumer Behaviour

    UNIT III

  8. Product Decisions
  9. New Product Development
  10. The Concept of Product Life Cycle

    UNIT IV

  11. Pricing Decisions and strategies
  12. Channels of Distribution
  13. Retail Management
  14. Promotion
  15. Personal Selling
  16. Services Marketing
  17. Rural Marketing
  18. Customer Relations Management (CRM)
  19. E-Marketing
  20. International Marketing
  21. Case Studies
Bibliography
Examination Papers.

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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