Marketing Management

  • New

Tax excluded


ISBN - 978-93-5480-689-6

Authors - Dr. Arun Kumar Shukla , Mr. Shaswat Bajpai 



Unit 1:                                                                                           (14 Hours)

Introduction: Marketing - Meaning, Scope and Importance; Concepts, Philosophies of Marketing; Marketing Environment: Macro and Micro Environmental Factors. Consumer Decision Making Process; Market Segmentation- Levels and Bases of Segmenting Consumer Markets, Market Targeting- Concept and Criteria, Product Positioning – Concept and Bases

Unit 2:                                                                                           (14 Hours)                                                                                                                  

Marketing Mix Decision – Product and Pricing: Product Decisions: Concept and Classification; Levels of Product. Product Strategies; Branding Decisions; New Product Development; Product Life Cycle; Pricing Decisions: Objectives; Factors Affecting Pricing; Pricing Methods; Pricing Strategies

Unit 3:                                                                                           (14 Hours)

Marketing Mix Decisions -Promotion and Distribution: Distribution Decisions: Channels of Distribution- Types and Functions. Delivering Value- Factors Affecting Choice of Distribution Channel; Channel Management; Promotion Decisions: Communication Process; Decision about Promotion Mix Tools:  Advertising, Personal Selling, Sales Promotion, Public Relations, Publicity and Direct Marketing; Integrated Marketing Communication Approach.

Unit 4:                                                                                           (14 Hours)

Introduction to Emerging Trends in Marketing: Relationship Marketing, Sustainable Marketing, Green Marketing, Social Marketing, Digital Marketing, Social Media Marketing, Role of AI and Robotics in Marketing, Ethical Issues in Marketing.

50 Items
New product

16 other products in the same category: