Basics of Marketing Management

For the students of bba, bbm and other undergraduate commerce & management courses of different indian universities.The book contains all key aspects of maketing management and the matter is presented in lucid style.Some of the important topics addressed are: emerging issues in marketing, marketing environment and demand forecasting, marketing mix, marketing research.The chapter on case study, deals with 15 cases to assist students to perceive the market situation.Finally, project report in the marketing field is a unique chapter; helps students to prepare reports.Exercise for discussion at the end of every chapter helps to students assess and evaluate. Table of contents: introduction to marketing emerging (special issues)issues in marketing marketing environment and demandforecastin gmarketing environment consumerbehavior and market segmentation consumer behavior product decisionsproduct product related strategiesbranding decisions market promotiondecisionsmarket promotion advertising personal sellingand sales force management personal selling salespromotion publicity and public relations publicity physicaldistribution and channel of distribution physical distribution marketing information system and marketingresearch marketing information system-mis rural marketing marketing of service international marketing marketing control analysing competitors case study-marketing cases and methods of conducting case study project report in marketing bibliography.