· Consumer Behaviour – Meaning, nature and importance, Factors influencing buyer behaviour , Buyer decision process .
· Marketing Organistaion- Types and factors affecting the designing of a marketing organisation
· Marketing Control - Objectives, benefits, process and techniques.
Unit V:
Note: Latest edition of the readings may be used.
e-RESOURCES
· https://www.youtube.com/watch?v=eAgV5uZJxJc [2]
· Solomon, Michael Consumer Behavior: Global Edition –
http://ebookcentral.proquest.com/lib/iisuniv- [3] ebooks/home.action
Journals
Links:
[1] https://business.iisuniv.ac.in/courses/subjects/marketing-management-24
[2] https://www.youtube.com/watch?v=eAgV5uZJxJc
[3] http://ebookcentral.proquest.com/lib/iisuniv-
[4] https://business.iisuniv.ac.in/academic-year/2023-2024