Basics Of Marketing Management (Theory & Practice)

First edition of this text was published in March, 2009. I admit that it was my first book and, obviously, contained minor problems. During one year, I checked the contents carefully and also received comments from students and teachers, enough for revising the text thoroughly. I tried seriously to remove all shortcomings in this revised volume. I honestly struggled to actualize students’ and professors’ contemporary expectations. Every line of each of the chapters has been carefully reviewed, and the same has been revised as and when needed to reach the reasonable level of excellence. As the whole book is written and designed by a single author, the contents show throughout consistency. Almost every chapter has been revised thoroughly to make it a complete book on the filed.

In every chapter, at the right place, some figures and tables have been added to help readers get clear idea on the topic. Existing tables and figures have been modified to make them attractive. At least twenty new figures or diagrams have been added in the second edition.

1. Introduction to Marketing Management

2. Emerging Issues in Marketing

3. Marketing Environment and Demand Forecasting

4. Consumer Behavior and Market Segmentation

5. Product Decisions

5.1. Product Related Strategies

6. Price Decisions

7. Market Promotion Decisions

7.1. Advertising

7.2. Personal Selling and Sales Force Management

7.3. Sales Promotion

7.4. Publicity and Public Relations

8. Physical Distribution and Channel of Distribution

9. Marketing Information System and Marketing Research

10. Rural Marketing

11. Marketing of Services

12. Elements of Retailing

13. International Marketing

14. Marketing Control

15. Analysing Competitors

16. Case Study – Marketing Cases and Analysis

17. Project Report in Marketing – Practical Study

Bibliography – Selected References