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Marketing Management: References

This document outlines the units of a marketing management course, including an introduction to marketing concepts, market segmentation, the marketing mix, buyer behavior, promotion and pricing strategies. The course covers traditional and modern approaches to marketing, the importance of marketing functions and ingredients in the marketing mix like product, price, place and promotion. References include several marketing textbooks on concepts, cases and management.

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Dr.K.Baranidharan
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69 views1 page

Marketing Management: References

This document outlines the units of a marketing management course, including an introduction to marketing concepts, market segmentation, the marketing mix, buyer behavior, promotion and pricing strategies. The course covers traditional and modern approaches to marketing, the importance of marketing functions and ingredients in the marketing mix like product, price, place and promotion. References include several marketing textbooks on concepts, cases and management.

Uploaded by

Dr.K.Baranidharan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management

Unit: 1 Introduction: Nature, Scope and Importance of Marketing; Marketing Concepts Traditional Vs. Modern; Meaning Importance and Functions of Marketing Management.

Unit: 2. Market Segmentation Concept and Importance; Bases and Factors determining the Choice of Bases; Target Marketing.

Unit: 3. Marketing Mix Concept, Importance and ingredients; Product Concept, Definition, Planning and Development, Product Life Cycle and Strategies, Advertising, Branding and Packaging.

Unit: 4. Understanding industrial and individual buyer behaviour - Influencing factors Buyer Behaviour Models Online buyer behaviour - Building and measuring customer satisfaction Customer relationships management

Unit: 5. Promotion Importance and Promotion Mix, types of promotional mix Pricing Importance, Factors determing pricing strategy, Types of Pricing;.. Pricing Objectives, Policies and methods.

References:

1. Kotler, Principles of Marketing, Pearson Education. 2. Etzel, Walker & Stanton, Marketing Concepts & Cases, Tata McGraw Hill. 3. Saxena, Marketing Management, Tata McGraw Hill. 4. Ramaswami & Namakumari, Marketing Mgt., McMillan. 5. Boyd Walker, Marketing Management, McGraw Hill, 2002.

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