• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • CommentGo Back
Download
Marketing Management
School of Distance Education
Bharathiar University, Coimbatore - 641 046
MBA First Year
Paper No. 4
Author: SHH Kazmi
Copyright \u00a9 2007, Bharathiar University
All Rights Reserved
Produced and Printed
by
EXCEL BOOKS PRIVATE LIMITED
A-45, Naraina, Phase-I,
New Delhi-110028
for
SCHOOL OF DISTANCE EDUCATION
Bharathiar University
Coimbatore-641046
CONTENTS
Page no.
Unit-I
Lesson 1
An Introduction to Marketing Management
7
Lesson 2
Marketing Environment
23
Lesson 3
Changing Marketing Practices
40
Lesson 4
Marketing Information System (MIS)
46
Lesson 5
Strategic Marketing Planning
53
Case Study
64
Unit-II
Lesson 6
Buyer Behaviour
77
Lesson 7
Marketing: Segmentation & Targeting
85
Lesson 8
Marketing: Positioning and Differentiation Strategies
94
Lesson 9
Product Life Cycle Strategies
100
Lesson 10
Branding and Packaging
115
Lesson 11
Developing Pricing Strategies & Programs
134
Case Study
153
Unit-III
Lesson 12
Managing Marketing Channels
165
Lesson 13
Hierarchy of Marketing System
178
Lesson 14
Management of Logistics and Physical Distribution
184
Case Study
194
Unit-IV
Lesson 15
Integrated Marketing Communication
205
Lesson 16
Role of Advertising
218
Lesson 17
Concept of Direct Marketing
231
Lesson 18
Sales Management
238
Case Study
248
Unit-V
Lesson 19
Competition Analysis
257
Lesson 20
Customer Relationship Marketing
266
Lesson 21
Global Target Market Selection
280
Case Study
288
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
You must be to leave a comment.
Submit
Characters: ...