Marketing Management Tex and Cases

Book Purchased Under BCOM Funds @ Rs.995/-

The Book has 30 chapters divided into 8 Divisions.
Almost all the chapters end with Conclusion, Key Terms, Conceptual Questions, Application Questions, Projects, Web Assignments, Chapter End Cases etc.
Division 1 is about Introduction to Marketing. This division is divided into two chapters which are:
o Introduction to Marketing
o Creating & Delivering Customer Values
Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are:
o Marketing Planning
o Demand Measurement & Forecasting
o Managing Information System & Marketing Research
o The Environment for Marketing Decision
Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are:
o Consumer Behaviour
o Organizational Buyer Behaviour
o Market Segmentation, Targeting & Positioning
Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are:
o Managing the Product
o The Marketing of Services
o Management of New Product Development Process
o Managing the Product Life Cycles
o Managing Brands
o Managing Packaging & Support Services
Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are:
o Developing Pricing Strategies & Programs
o Pricing Applications
Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are:
o Managing Marketing Channels
o Management of Logistics & Physical Distribution
o Retail Management
Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are:
o Integrated Marketing Communication (IMC)
o Advertising Management
o Sales Promotion Management
o Publicity & Public Relations
o Sales Management
o Direct Marketing
Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are:
o Marketing Organizations
o Rural Marketing
o High Technology Product Marketing
o Digital Marketing

This book is an attempt to capture and illustrate the trends and shifts in the marketing environment in India, which are driven by the following factors:

Opening up of the Indian economy in the 90s
Entry of multinational companies across industries
Indian information technology space, leading the global change in the digital revolution
The Present Publication is the 3rd Edition, authored by Dr. Tapan K Panda, with the following noteworthy features:

[Simple, Systematic & Comprehensive Explanation] The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing. The book tries to explain the subject matter through realistic and practical examples.
[Student-Oriented Book] This book has been developed keeping in mind the following factors:
Interaction of the author/teacher with thousands of students from different students of business schools across the globe
Shaped by the author/teacher's experience of teaching the subject matter to varying levels for more than three decades
Reactions and responses of students have also been incorporated at different places in the book
[Vivid Examples of Marketing Practice in India] The author blends marketing concepts with Indian examples so that the students can find immediate relevance to the Indian marketing environment

English