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Essentials of Marketing, 2e  
Author(s): K. Sundar
Published by Vijay Nicole Imprints Private Limited
Publication Date:  Available in all formats
ISBN: 9788197436710
Pages: 560

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ISBN: 9788197436710 Price: INR 225.00
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Description

Table of contents

Biographical note

Subject(s): Marketing
This book Essentials of Marketing, 2e providess a strong conceptual foundation to the subject of marketing. This book has clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations. Salient Features: Comprehensive coverage of functions of marketing, evolution of modern marketing, market segmentation and consumer behaviour. Exhaustive coverage of marketing research, product mix and product life cycle. New to this Edition: Global Marketing / International Marketing. Customer Relationship Management. Recent trends in Marketing.
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Description
Subject(s): Marketing
This book Essentials of Marketing, 2e providess a strong conceptual foundation to the subject of marketing. This book has clear concepts and features including importance, differences, advantages, disadvantages, end of chapter review question, relevant examples, thematic figures and illustrations. Salient Features: Comprehensive coverage of functions of marketing, evolution of modern marketing, market segmentation and consumer behaviour. Exhaustive coverage of marketing research, product mix and product life cycle. New to this Edition: Global Marketing / International Marketing. Customer Relationship Management. Recent trends in Marketing.
Table of contents
Cover
Half-title
Title Page
Copyright
Contents
Preface
Chapter 1: Introduction to Marketing
Market
Marketing
Marketing Mix
What is Marketed?
Is Marketing, Science or Art?
Approaches to Marketing
Difference Between Market and Marketing
Selling Vs Marketing
Definitions of Marketing Management
Process of Marketing Management
Marketing in Economic Development of a Country
Innovations in Marketing
Review Questions
Chapter 2: Functions of Marketing
Functions of Marketing or Scope of Marketing
Buying
Selling
Marketing Finance
Consumer Credit
Marketing Risks
Standardisation and Grading
Review Questions
Chapter 3: Evolution of Modern Marketing Concept
Definition
Essential of Modern Marketing Concept
Evolution of Marketing Concept
Comparison Between Product, Marketing and Consumer Orientation
Changing Concept of Marketing
Features of Modern Marketing Concept
Benefits of Modern Marketing Concept
Importance of Marketing Concept
Review Questions
Chapter 4: Marketing Environment
Definition
Classification of Environment
Micro Environment
Macro Environment
Review Questions
Chapter 5: Market Segmentation
Introduction
Requisites of Segmentation
Levels of Segmentation
Pattern of Market Segmentation
Factors Influencing Market Segmentation
Significance of Segmentation
Benefits of Segmentation
Segmentation Procedure
Bases of Segmentation
Technologic Segmentation
Market Segmentation in Select Industries
Review Questions
Chapter 6: Consumer Behaviour
Definitions of Consumer Behaviour
Significance of Consumer Behaviour
Buying Motives
Determinants of Consumer Behaviour
Organizational Buying Behaviour
Industrial Buying Behaviour
Decision Making Process
MasLows Need Hierarch Theory
Review Questions
Chapter 7: Marketing Research and Marketing Information System
Introduction
Definition of Marketing Research
Scope of Marketing Research
Sources of Collecting Marketing Information
Collection of Data
Sampling
Process of Conducting Marketing Research
Marketing Information System
Need for Marketing Information System
Review Questions
Chapter 8: Product and Product Mix
Features of a Product
Classification of Products and Markets
Classification of Goods
Product Line
Product Planning and Development
Levels of Product
Product Mix
Product Mix of Select Companies
Product Positioning
Product Differentiation
Review Questions
Chapter 9: New Product Development and Product Life Cycle and Forecasting
Categories of New Product
New Product Development
Product Life Cycle
Sales Forecasting
Objectives of Sales Forecasting
Review Questions
Chapter 10: Product Identification: Branding, Packaging and Labelling
Branding
Functions of Branding
Brand Switching
Packaging
Packaging Trends
Packaging Decisions
Labelling
Review Questions
Chapter 11: Pricing
Definition
Objectives of Pricing Decisions
Factors Influencing Pricing Decisions
Kinds of Pricing
Methods of Pricing
Pricing Policies
New Products Pricing
Process of Price Determination
Review Questions
Chapter 12: Physical Distribution
Concept / Objectives of Physical Distribution
Functions of Physical Distribution
Importance of Physical Distribution
Transport
Storage and Warehousing
Kinds of Warehouses
Warehousing in India
Review Questions
Chapter 13: Channels of Distribution
Classification of Channels
Importance of Distribution Channels
Choice of Channel
Wholesalers
Classes of Wholesalers
Functions of Wholesalers
Retailer
Kinds of Middlemen
Different Types of Brokers
Types of Retailers
Review Questions
Chapter 14: Advertisement
Features of Advertising
Functions /Objectives / Purpose of Advertising
Types of Advertisement
Benefits of Advertisement
Advertisement copy
Media
Indoor Advertising
Out Door Advertising
Direct Advertising
Display Advertising
Advertising and Publicity
Advertising and Salesmanship
Advertising and Sales promotion
Is Advertising a Waste?
Review Questions
Chapter 15: Personal Selling and Salesmanship
Definition
Characteristics of Personal Selling
Uses of Personal Selling
Shortcomings of Personal Selling
Methods of Personal Selling
Steps in Selling Process
Types of Sales Persons
Uses of Personal Selling
Salesmanship
Qualities of Salesman
Review Questions
Chapter 16: Sales Promotion, Publicity and Public Relations
Definition of Sales Promotion
Meaning
Promotional Mix
Factors Influencing Promotional Mix
Sales Promotion Devices Techniques
Causes for the Growth in the Sales Promotional Activities
Role or Benefits and Limitations of Sales Promotion
Sales Promotion in India
Public Relations (PR)
Methods of PR
Companies Achieving Success in PR Activities
Review Questions
Chapter 17: Special Topics in Marketing
E-Commerce
E-Marketing
E-Tailing
Shopping Malls
Social Media Marketing
Legislation for Consumers
Green Marketing
Rural Marketing
Services Marketing
Marketing Ethics
Supply Chain Management
Customer Relationship Management (CRM)
Global Marketing or International Marketing
Recent Trends in Marketing
Review Questions
University Question Papers
Glossary
Index
Biographical note

Dr. K. Sundar is Former 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, Marketing, Business, Management and Auditing.

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