Marketing
Price: 900.00 INR
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ISBN:
9780199459100
Publication date:
06/07/2015
Paperback
460 pages
241.0x184.0mm
Price: 900.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199459100
Publication date:
06/07/2015
Paperback
460 pages
241.0x184.0mm
Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases.
Suitable for: Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing.
Rights: World Rights
Description
Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases. The book begins with an introduction to the subject and goes on to elaborate on the marketing processes. Next, it analyses marketing environment, consumer needs, and consumer behaviour, which is followed by a discussion on market segmentation and target selection. The book subsequently elaborates on product positioning, product decisions, and product development. It also covers the concepts and applications of pricing decisions, communication, advertising, personal selling, and distribution functions. It concludes with analyses of marketing in organizations, new developments, and specialized fields in marketing. Besides students, the book with its application-oriented approach would also be useful to marketing professionals.
Table of contents
Chapter 1: Introduction to Marketing Chapter 2: Marketing Environment Chapter 3: Consumer Buying Behaviour Chapter 4: Market Segmentation and Target Selection Chapter 5: Differentiation and Positioning Chapter 6: Product Decisions Chapter 7: Product Development and Life Cycle Chapter 8: Pricing Decisions Chapter 9: Promotion Chapter 10: Advertising Chapter 11: Personal Selling Chapter 12: Channels of Distribution Chapter 13: Marketing in Organization: Implementation and Control Chapter 14: New Developments in Marketing Chapter 15: Specialized Markets and Marketing
Features
• Balanced coverage of the subject with simple language and logical flow of topics • Emphasis on the Indian context through discussions on issues such as family culture in India and changing role of Indian women, supported with a rich mix of examples of Indian brands such as ITC, Ghari detergent, and Amul • Marketing Theory and Marketing Practice sections consolidate the conceptual foundation and application of the subject • Detailed and thought-provoking case studies on Honda Motors, Philips AirFryer, Titan, Reva e2o, among others Online Resources For Faculty: • PowerPoint Slides • Instructor's Manual
Description
Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases. The book begins with an introduction to the subject and goes on to elaborate on the marketing processes. Next, it analyses marketing environment, consumer needs, and consumer behaviour, which is followed by a discussion on market segmentation and target selection. The book subsequently elaborates on product positioning, product decisions, and product development. It also covers the concepts and applications of pricing decisions, communication, advertising, personal selling, and distribution functions. It concludes with analyses of marketing in organizations, new developments, and specialized fields in marketing. Besides students, the book with its application-oriented approach would also be useful to marketing professionals.
Read MoreTable of contents
Chapter 1: Introduction to Marketing Chapter 2: Marketing Environment Chapter 3: Consumer Buying Behaviour Chapter 4: Market Segmentation and Target Selection Chapter 5: Differentiation and Positioning Chapter 6: Product Decisions Chapter 7: Product Development and Life Cycle Chapter 8: Pricing Decisions Chapter 9: Promotion Chapter 10: Advertising Chapter 11: Personal Selling Chapter 12: Channels of Distribution Chapter 13: Marketing in Organization: Implementation and Control Chapter 14: New Developments in Marketing Chapter 15: Specialized Markets and Marketing
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