Description
Taxmann Publications Principles Of Marketing by Kavita Sharma Swati Aggarwal
“Principles of Marketing” is a complete and lucid text book for B.Com/ BBA/MBA & other Commerce and Management courses.
There are in total thirteen chapters. Two chapters are on basics of marketing covering the scope and importance, the evolution of marketing concepts, components of marketing mix and micro and macro environmental forces affecting marketers. An overview of consumer buying process and factors influencing consumer buying decisions along with the concept of STP, segmentation, targeting and positioning are dealt with in next couple of chapters. Rest of the chapters cover marketing mix variables including product, price, place and promotion in detail. Issues of green, rural, services and relationship marketing are discussed along with possible course of action in the case of deceptive and unfair use of promotion under ethics in marketing.
Key features :
The book is a comprehensive text which caters to the learning needs of the graduate level course.
The chapter discussion is supported by the relevant pictures in the form of product advertisements, figures, tables, flow charts to make reading the text an experience.
Each chapter contains a set of discussion questions for reviewing the concepts learned in the chapter.
The relevant case studies compiled through secondary sources will help the student in the critical analysis of the concepts discussed in the chapter.