Modern Marketing : Principles And Practice

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Book Summary:

Today, with wide access to information of every kind, and with advancements in technology, new vistas have been opened for marketers. They are often faced with huge challenges and tough competitions to cope with the growing demands of the consumers for quality products. This comprehensive text elucidates contemporary concepts and ideas to help overcome the challenges and obstacles faced by marketers in achieving marketing objectives of an organization.

Divided into 23 chapters, the book begins with a brief introduction to the marketing concepts, its history, objectives and various channels. It then goes on to explain the functions of marketing, physical distribution, and pricing strategies for goods and services. The book also shows how a product should be branded and packaged; besides discussing the ways to market a product through proper channels.

Dr. Chandra Bose, with his rich and long experience, demonstrates how studying consumer behaviour and consumer preferences can bring about a difference in the sales figures of a product. He devotes a chapter on Marketing Research and Information System, which deals with the emerging trends in the field. The book concludes with detailed discussion on the innovative strategies to market specific products belonging to different sectors such as agriculture, industry and consumer products.

Primarily intended as a text for the undergraduate students of Commerce of all universities, this book could prove equally useful for the undergraduate and postgraduate students of management.

Table of Contents:

contents
Preface
1. Nature of Marketing
2. Functions of Marketing
3. Functions of Exchange
4. Functions of Physical Distribution
5. Facilitating Functions
6. Product Planning and Development
7. Branding and Packaging
8. Pricing
9. Sales Promotion
10. Salesmanship
11. Advertising and Public Relations
12. Marketing and Sales Management
13. Marketing and Sales Organization
14. Sales Force Management and Sales Forecasting
15. Distribution Management
16. Consumer Behaviour
17. Market Segmentation
18. Consumerism/Consumer Protection Act
19. Marketing Research and Information System
20. Marketing of Products and Services
21. Marketing of Agricultural Products
22. Marketing of Industrial Products
23. Marketing of Consumer Products
Further Reading
Index