text and cases Gupta, C B. creator Nair, N Rajan. text New Delhi Sultan Chand & Sons 2023 1st ed. monographic eng

print

xiv,20.32,A.38p. ; PB 24.5 cm Contents : Part I : Introduction (Indentifying and Understanding the Market) Nature, Scope and Importance of Marketing Modern Marketing Concept Marketing Environment and Marketing System Consumer or Buyer Behaviour Market Segmentation and Marketing Mix Marketing Research and Marketing Information System Part II: Product Mix (Creating Value) Product Planning and Product Mix New Product Development Part III: Pricing (Capturing Value) Price Mix Part IV: Distribution (Delivering Value) Channels of Distribution Physical Distribution of Goods Part V: Promotion (Communicating Value) Promotion Mix Advertising Personal Selling Sales Promotion, Publicity and Public Relations Part VI: Marketing and Society Consumer Protection in India Marketing of Services Rural Marketing Strategic Marketing Recent Issues and Developments in Marketing Appendix Some Syllabi on Marketing Management Select Bibliography Index By C B Gupta and N Rajan Nair. The book is an indispensable and well-written book on Marketing and contains several distinctive features. It contains several topics of contemporary interest eg., Relationship Marketing, Social Marketing, Rural Marketing, Market of Services, Consumer Protection, Strategic Marketing, Online Marketing and so on. Some of the distinctive features of the book are as follows: Learning Objectives to give a bird’s eyeview of the topics covered in each chapter. Lucid, concise and simple language. Real life illustrations from Indian industry. Liberal use of tables and diagrams to illustrate the text. Summary at the end of every chapter for quick revision. Case Study at the end of each chapter. Test Questions culled from examinations of various Universities and Business Schools. Select Bibliography for further study. Modern marketing concept New product development Personal selling 658.8 GUPC 9789351611219 250424 20250424155831.0