As the name suggests, the book is related to the marketing management. Readers will learn about various concepts related to the topic. Almost every topic is explained with proper diagrams. More
Table of contents
The book has following contents. Almost every topic is explained with proper diagrams.
1. Marketing 2. Modern or new concept of marketing 3. Marketing Mix or 4 P’s of marketing 4. Marketing environment 5. Consumer behavior in marketing 6. Buying characteristics influencing consumer behavior Or Determinants of consumer buying behavior Or Factors affecting consumer buying behavior 7. Buying Motives of consumer 8. Consumer buying decision process 9. Types of consumer buying behavior 10. Stages in consumer buying decision process or model 11. Market segmentation, market gridding and market positioning 12. Target marketing and mass marketing 13. Concept of product 14. Types of Product policy decision 15. Stages of Product development process 16. Product differentiation 17. Meaning of brand 18. Brand equity 19. Brand strategy decision 20. Brand rejuvenation 21. Brand relaunch 22. Marketing planning 23. Steps in marketing planning 24. Components of marketing plan 25. BCG Matrix or Bostan Consultancy Group’s growth share matrix 26. Growth vector model or product market growth grid 27. Marketing organization 28. Marketing control 29. Techniques of marketing control 30. E-Marketing 31. Marketing mix in e-marketing