Fundamentals of Marketing

This textbook offers an effective and easy to understand approach to the study of fundamentals of marketing. It covers the syllabus of most of the universities with MBA, PGDBM, M.Com., BBA and B.Com. disciplines offering a course on marketing and advertising. It comprehensively deals with marketing concepts, principles and practices and presents real-life case examples and applications of successes and failures of products and services in the market place. One may learn various marketing terms, concepts, jargons and applications from this textbook which help readers to understand the subject. Text and images show why some products have greater customer appeal and are successful than others in the market place. Each chapter provides an overview of key points and application scenarios. Apart from the aforesaid students, the book will also prove an asset to the research scholars, teachers and those students who are preparing for UGC NET and SLET examinations..

Unit - I

1.    Marketing: Nature, Scope and Importance
2.    Marketing Environment
3.    Marketing Mix and Marketing Plan
4.    Market Segmentation, Targeting and Positioning
5.    Consumer Behaviour

Unit - II

6.    Product Concepts and Product Life Cycle
7.    Product Planning, Development and Product Identification
8.    Pricing
9.    Marketing Communication and Marketing Research
10.   Promotion Mix

Unit - III

11.    Advertising
12.    Advertising Budget, Media and Public Relations
13.    Personal Selling and Management of Sales Force
14.    Sales Forecasting, Sales Promotion and Publicity

Unit - IV

15.    Physical Distribution
16.    Channels of Distribution
17.    Strategic Marketing Planning and Competitive Marketing Strategies
18.    Marketing Organizations and Control of Marketing Operations

Unit - V

19.    Rural Marketing
20.    Marketing of Services Banking, Transport and Insurance
21.    E-Commerce and CRM
22.    New Issues in Marketing: Globalization and Green Marketing