This textbook offers an effective and easy way to approach 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, jargon 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. 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.
Each chapter provides an overview of key points and application scenarios. Chapter 1 introduces the basic concepts of marketing, nature, scope and importance of marketing. Chapters 2 to 5 introduces marketing environment, marketing mix and marketing plan, market segmentation, targeting, positioning and consumer behaviour. Chapters 6 to 10 includes product concepts and product life cycle, product planning, development and product identification, pricing, marketing communication and marketing research. Chapters 11 to 14 discuss concepts of promotion activities like advertising, advertising budget, media and public relations, personal selling and management of sales force, sales forecasting, sales promotion and publicity. Chapters 15 to 18 we study about physical distribution, channels of distribution, strategic marketing planning and competitive marketing strategies, marketing organizations and control of marketing operations. Chapters 19 to 21 introduces rural marketing, marketing of services, banking, transport and insurance, e-commerce and CRM. Chapter 22 closes our discussion with new issues in marketing globalization, green marketing, consumerism and neuro-marketing.