Marketing Management

Marketing Management Book for Mba 2nd Semester Bharathiar University
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Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for BU ( Bharathiar University,Tamil Nadu) By Thakur publication.

Dr. M. Umamaheswari, Dr. B. Nandhakumar
ISBN–9789351638261
MBA, Semester–II, According to the syllabus of ‘Bharathiar University, Coimbatore’
Syllabus
 
MARKETING MANAGEMENT
 
 
UNIT-I
Marketing Concepts and Tasks, Defining and Delivering Customer Value and Satisfaction - Value Chain - Delivery Network, Marketing Environment- Digitalisation, Customisation, Changing Marketing Practices, Marketing Information System, Strategic Marketing Planning and Organization.
 
UNIT-II
Buyer Behaviour, Market Segmentation and Targeting, Positioning and Differentiation Strategies, Product Life Cycle Strategies, New Product Development, Product Mix and Product Line Decisions, Price Setting - Objectives, Factors and Methods, Price Adapting Policies, Initiating and Responding to Price Changes.
 
UNIT-III
Marketing Channel System - Functions and Flows; Channel Design, Channel Management - Selection, Training, Motivation and Evaluation of Channel Members; Channel Dynamics - VMS, HMS, MMS.
 
UNIT-IV
Integrated Marketing Communication Process and Mix; Advertising, Sales Promotion and Public Relation Decisions. Direct Marketing, Telemarketing; Sales Force Objectives, Structure, Size and Compensation.
 
UNIT-V
Identifying and Analysing Competitors, Designing Competitive Strategies for Leaders, Challengers, Followers and Nichers: Customer Relationship Marketing - Customer Database, Attracting and Retaining Customers, Customerism inIndia.
 
Latest Trends in Marketing: Digital Marketing, Internet Marketing, E-Mail Marketing, Social Media Marketing,MobileMarketing.
BHU2016/MBA/2/03
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