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Marketing Management
Tax excluded
ISBN- 978-93-82249-47-4
AUTHORS- Dr. Amit Sharma, Abhishek Harit
<td width="6%" colspan="2" valign="top" style="width:6.5%;padding:0
Chapter 1: Introduction to Marketing |
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1.1. |
Marketing |
11 |
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1.1.1. |
Meaning and Definition of Marketing |
11 |
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1.1.2. |
Nature of Marketing |
11 |
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1.1.3. |
Scope of Marketing |
12 |
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1.1.4. |
Marketing Tasks/ Functions |
13 |
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1.1.5. |
Importance of Marketing |
14 |
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1.1.6. |
Selling versus Marketing |
15 |
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1.2. |
Evolution of Marketing |
16 |
|
1.2.1. |
Introduction |
16 |
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1.2.2. |
Production Orientation |
17 |
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1.2.3. |
Product Orientation |
17 |
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1.2.4. |
Sales Orientation |
18 |
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1.2.5. |
Marketing Orientation: Modern Concept of Marketing |
18 |
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1.2.6. |
Sustainability Orientation: Societal Marketing Orientation |
19 |
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1.2.7. |
Holistic Marketing Orientation |
19 |
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1.2.8. |
Relational Marketing Orientation |
20 |
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1.2.9. |
Traditional Vs. Modern Concept of Marketing |
21 |
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1.3. |
Marketing Management |
22 |
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1.3.1. |
Introduction |
22 |
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1.3.2. |
Objectives of Marketing Management |
22 |
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1.3.3. |
Functions of Marketing Management |
23 |
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1.3.4. |
Process of Marketing Management |
24 |
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1.4. |
Ethics in Marketing |
25 |
|
1.4.1. |
Introduction |
25 |
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1.4.2. |
Ethical Norms and Values for Marketers |
25 |
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1.4.3. |
Ethical Issues in Marketing |
26 |
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1.5. |
Information Technology (IT) in Marketing |
28 |
|
1.5.1. |
Introduction |
28 |
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1.5.2. |
Role of Information Technology in Marketing |
28 |
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1.5.3. |
Advantages of IT in Marketing |
29 |
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1.5.4. |
Disadvantages of IT in Marketing |
30 |
|
1.6. |
Dynamic Marketing Environment |
30 |
|
1.6.1. |
Concept of Marketing Environment |
30 |
|
1.6.2. |
Factors Affecting Marketing Environment |
31 |
|
1.6.3. |
Internal Marketing Environment |
31 |
|
1.6.4. |
External Marketing Environment |
32 |
|
1.6.5. |
Micro Environment |
32 |
|
1.6.6. |
Macro Environment |
33 |
|
1.6.6.1. |
Political Environment |
33 |
|
1.6.6.2. |
Economic Environment |
35 |
|
1.6.6.3. |
Socio-Cultural Environment |
35 |
|
1.6.6.4. |
Technological Environment |
37 |
|
1.6.6.5. |
Demographic Environment |
38 |
|
1.6.6.6. |
Natural Environment |
39 |
|
1.6.6.7. |
Legal Environment |
39 |
|
1.6.7. |
Process of Marketing Environment Analysis |
40 |
|
1.6.8. |
Significance of Marketing Environment Analysis |
41 |
|
1.7. |
Exercise |
41 |
|
Chapter 2 Understanding Marketing Aspects |
|||
2.1. |
Marketing Mix |
42 |
|
2.1.1. |
Meaning and Definition of Marketing Mix |
42 |
|
2.1.2. |
Marketing Mix Elements |
42 |
|
2.1.3. |
Importance of Marketing Mix |
43 |
|
2.1.4. |
Factors Affecting Marketing Mix |
43 |
|
2.2. |
Target Marketing: STP Approach |
44 |
|
2.2.1. |
Introduction |
44 |
|
2.2.2. |
Steps in Target Marketing |
45 |
|
2.3. |
Market Segmentation |
45 |
|
2.3.1. |
Meaning and Concept of Market Segmentation |
45 |
|
2.3.2. |
Bases for Market Segmentation |
46 |
|
2.3.3. |
Types/Levels of Market Segmentation |
49 |
|
2.3.4. |
Benefits of Market Segmentation |
49 |
|
2.4. |
Targeting |
50 |
|
2.4.1. |
Meaning and Definition of Targeting |
50 |
|
2.4.2. |
Process of Targeting the Market |
50 |
|
2.4.3. |
Basis for Identifying Target Customers |
51 |
|
2.4.4. |
Selection of Target Markets: Target Market Strategies |
51 |
|
2.4.4.1. |
Limited Market Coverage Targeting |
51 |
|
2.4.4.2. |
Full Market Coverage Targeting |
52 |
|
2.4.5. |
Importance of Targeting |
53 |
|
2.5. |
Positioning |
54 |
|
2.5.1. |
Meaning and Definition of Positioning |
54 |
|
2.5.2. |
Process of Positioning |
54 |
|
2.5.3. |
Positioning Strategies |
55 |
|
2.5.4. |
Importance of Positioning |
56 |
|
2.6. |
Marketing Information System (MkIS) |
56 |
|
2.6.1. |
Concept of MkIS |
56 |
|
2.6.2. |
Components of Marketing Information System |
57 |
|
2.6.3. |
|