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The book is targeted for UG students of management and commerce and emphasizes on providing a strong conceptual foundation to the subject of marketing. Some significant highlights are the treatment on introductory framework, strategic framework, product and pricing, and physical distribution and communication mix. Special topics like e-commerce, e-marketing, e-tailing, shopping malls, social media marketing, rural marketing, services marketing, green marketing, supply chain management and consumer protection and consumerism are also discussed. The book is structured with clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations.
The book is targeted for UG students of management and commerce and emphasizes on providing a strong conceptual foundation to the subject of marketing. Some significant highlights are the treatment on introductory framework, strategic framework, product and pricing, and physical distribution and communication mix. Special topics like e-commerce, e-marketing, e-tailing, shopping malls, social media marketing, rural marketing, services marketing, green marketing, supply chain management and consumer protection and consumerism are also discussed. The book is structured with clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations.
Dr. K. Sundar is Professor, Department of Commerce, Annamalai University. He has over 25 years of UG and PG teaching experience. A prolific author, he has contributed over 100 articles in national and international journals. He has authored books on Business Communication, Principles of Management, Human Resource Management, Organisation Behaviour, Business Ethics, Business Management and Auditing.
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Essentials of Marketing
ISBN: 978-81-8209-402-4
Copyright © 2015, Vijay Nicole Imprints Private Limited
No part of this publication may be reproduced or distributed in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored in a database or retrieval system without the prior written permission of the publishers and copyright holders. The program listings (if any) may be entered, stored and executed in a computer system, but they may not be reproduced for publication.
Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.
Information contained in this work has been obtained by publishers, from sources believed to be reliable. However, neither publishers nor copyright holders guarantee the accuracy or completeness of any information published herein, and neither publishers nor copyright holders shall be responsible for any errors, omissions, or damages arising out of use of this information. This work is published with the understanding that publishers and copyright holders are supplying information but are not attempting to render engineering or other professional services. If such services are required, the assistance of an appropriate professional should be sought.
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Functions of Marketing or Scope of Marketing
Sources of Agricultural Marketing Finance in India
3. Evolution of Modern Marketing Concept
Essential of Modern Marketing Concept
Factors Responsible for Adoption of Modern Marketing Concept
Evolution of Marketing Concept
Comparison Between Product, Marketing and Consumer Orientation
Summary of Changing Concept of Marketing
Features of Modern Marketing Concept
Benefits of Modern Marketing Concept
Importance of Marketing Concept
Pattern of Market Segmentation
Factors Influencing Market Segmentation
Significance of Consumer Behaviour
Buyer Behaviour Models Theories of Buying Behaviour
Determinants of Consumer Behaviour
Organizational Buying Behaviour
Classification of Consumers for a New Product
Post-Purchase Experience and Behaviour
Purchase Decision in the Case of Products of Low Involvement
7. Marketing Research and Marketing Information System
Process of Conducting Marketing Research
Classification of Products and Markets
Classification of Industrial Goods Along With Their Characteristics and Marketing Considerations
Channels of Distribution of Manufactured Industrial Goods
Product Planning and Development
9. New Product Development and Product Life Cycle and Forecasting
Definition of Sales Forecasting
Objectives of Sales Forecasting
10. Product Identification Branding, Packaging, Labelling
Methods of Measuring Brand Loyalty
Objectives of Pricing Decisions
Factors Influencing Pricing Decisions
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