Marketing Management

This book is intended to serve as a text book for the second year B. Com. students of Marketing of Savitribai Phule Pune University. This book is prepared as per the new syllabus applicable from Academic Year 2014-15.

Marketing is an environment specific subject, and as the current business environment is full of volatility and change, the study of marketing today has gained increased importance. The radically changing times, the increased competition and changing patterns of consumer behaviour make the study of marketing a necessity not just for the students of commerce and management but for any person who wishes to operate around a consumer. Thus, Marketing Management as a special subject of study for B. Com. students is of great importance.

TERM - I

1. Elements of Marketing Management

2. Current Marketing Environment in India

3. Marketing Communications

4. Services Marketing

TERM : II

5. E-Marketing

6. Rural Marketing

7. Green Marketing

8. Consumer Behaviour and Buying Decision Process

University Question Papers