Principles of Marketing (Sem 1, NEP Karnataka)

ISBN Number : 978-93-5495-480-1

Student Price : Rs.245

Student Dollar Price : 10$

Book Edition : First

Year of Publication : 2021

No. Of Pages : 292

Book Weight :396

About The Book

Indian marketers today are excited and are facing challenges because of the technology-intensive, hyper-competitive global business environment, prevailing in the country. Their challenge is to make sound marketing decisions in a complex environment. The student community who are interested in a marketing career will also face similar problems. The challenges faced by the student community may be a little more complex, as it takes time for them to enter into a career. The title PRINCIPLES OF MARKETING provides them an opportunity to develop the skills necessary to meet the challenges.

Though this is the basic work on theories, concepts, and principles of marketing management, students are promoted in this work to assume the role of marketing executive. It also reflects the rapidly changing technological context of marketing decisions taken by Indian companies. Many companies have restored to Tele-marketing and online marketing. Students will also be benefited from the integrated approach presented in this title relating to marketing products of small and medium sized enterprises (SMEs). Graded questions are also given at the end of each chapter for self-study and a better understanding of the theme of this title.


Contents -

1. Introduction to Marketing
2. Marketing Environment
3. Consumer Behaviour
4. Market Segmentation
5. Marketing-Mix - I (Meaning and Product Analysis)
6. Marketing-Mix - II (Product Planning, Classification and Product Life Cycle)
7. Marketing-Mix - III (Pricing Decisions)
8. Marketing-Mix - IV (Promotion-Mix - I)
9. Marketing-Mix - V (Promotion-Mix - II: Advertising)
10. Marketing-Mix - VI (Physical Distribution)
11. Marketing-Mix - VI (Branding and Packaging)
12. Recent Trends in Marketing - I (Social, Online, Mobile and Direct Marketing)
13. Recent Trends in Marketing - II (Services Marketing)
14. Recent Trends in Marketing - III
Skill Development 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 traveled 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.

His contribution to commerce and management literature in KANADA (state language) is immeasurable. Glossary of business concepts in Kannada covering over 4,000 concepts on Finance, Marketing, HRM and Accounting authored by him is an academic marvel. This work is acclaimed as a classic literature of its own kind on Commerce and Management in Kannada.

Tumkur University has conferred on Prof. H.R. Appannaiah, Doctor of Letters for his thesis on business education. Considering his contribution to business education, Tumkur University (Karnataka) has honored him by conferring "Honorary Professor of Management".

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.

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