Fundamentals Of Marketing

This book has been written keeping in mind the new syllabus proposed for First Year B. Com. (Semester - I) students to be adopted from June 2019. The subject, ‘Marketing’, as a separate body of knowledge, is introduced to undergraduate Commerce students at the first year itself. At the junior college level they do get a little insight into various aspects of Marketing. However, the study of Marketing, as a separate subject is introduced only at the first year level. As such this paper is titled as “Fundamentals of Marketing” and deals with the various basic aspects of Marketing. All the chapters are written keeping in mind that the student is being newly introduced to the topic.

Marketing is a very dynamic and volatile subject. The success of any marketing endeavour depends upon its acceptance by the market or consumer. As such no marketing activity can be planned or implemented without the consumer being the key focus area. How a consumer will react to the marketing message with determine the success or failure of the marketing message/ strategy.

1. Introduction to Market and Marketing

2. Market Segmentation and Marketing Mix

3. Product Mix and Price Mix

4. Product Mix and Price Mix