Marketing Management
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Marketing Management
Author Name: V.K. Jain
ISBN: 9789357670241
Edition: First 2023
Pages: 334
Price: Rs.699
About the Book:
This book, Marketing Management for M.Com Students, provides a comprehensive guide to marketing and sales concepts, tailored specifically for postgraduate commerce students. It covers fundamental to advanced topics in marketing, including strategies, consumer behavior, product planning, promotion, distribution, and emerging trends like e-commerce and green marketing.
Contents:
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UNIT 1: Marketing: Nature, Scope and Importance
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UNIT 2: Marketing Environment
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UNIT 3: Marketing Mix and Marketing Plan
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UNIT 4: Market Segmentation, Targeting and Positioning
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UNIT 5: Consumer Behaviour Structure
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UNIT 6: Product Concepts and Product Life Cycle
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UNIT 7: Product Planning, Development and Product Identification
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UNIT 8: Pricing
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UNIT 9: Marketing Communication
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UNIT 10: Promotion Mix
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UNIT 11: Advertising
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UNIT 12: Advertising Budget, Media and Public Relations
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UNIT 13: Personal Selling and Management of Sales Force
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UNIT 14: Sales Forecasting, Sales Promotion and Publicity
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UNIT 15: Physical Distribution
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UNIT 16: Marketing Organizations and Control of Marketing Operations
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UNIT 17: Rural Marketing
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UNIT 18: Marketing of Services: Banking, Transport and Insurance
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UNIT 19: E-Commerce and CRM
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UNIT 20: New Issues in Marketing: Globalization and Green Marketing
Subjects: Marketing and Sales
