Marketing Management

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Description
This book is an attempt to provide fundamental knowledge and deeper understanding of the marketing subject. Based on the UGC module for marketing, it has been divided into 14 chapters. The entire subject matter of the book has been organized systematically and presented in simple language and consistent manner. Efforts have been made to incorporate the views of the authors and experts wherever found necessary. Learning objectives has been highlighted for each chapter for quick reference and understanding. The summary provides the chapter details in nutshell. Long answer ques- tions, short answer questions and multiple choice questions have been given at the end of the chapters for the benefit of the students. I hope the book will be useful for all those who are desirous to have an understanding of the mar- keting subject.
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Table of Contents
Chapter 1: Introduction
Chapter 2 : Marketing environment and marketing-mix
Chapter 3 : Market segmentation
Chapter 4 : Consumer behaviour
Chapter 5 : Marketing organisation and planning
Chapter 6 : Marketing information system
Chapter 7 : Marketing research
Chapter 8 : Product decisions
Chapter 9 : Product-related decisions and strategies
Chapter 10 : Pricing decisions
Chapter 11 : Channels of distribution decisions
Chapter 12 : Marketing communication
Chapter 13 : Promotion decisions - I
Chapter 14 : Promotion decisions - II
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Author Details
Dr. Priyanka Gite : Professor, Faculty of Commerce, Banaras Hindu University (BHU), Varanasi