Coming soon
Marketing Management
To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis, generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing, Core Marketing Concepts, Marketing-Mix, Marketing Environment Analysis, Developing Marketing Strategies and Plans, Consumer Behaviour Influences and Buying Decision Process
Marketing Research Process, Importance and Application, Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Product Life-Cycle Marketing Strategies
Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods, Policies and Strategies
Introduction to Marketing Communications, Marketing Mix, Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions
Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers.
• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007. • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010 • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009 • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008
