The book emphasizes on the fact that marketing is an important functional aspect of business. It presents the basic concepts of marketing principles by integrating theory and practice. It has been written in a lucid and simple language with abundance of exercises, diagrams and tables to ease understanding of the subject. Both undergraduate and post graduate students of commerce stream will find the book very useful. It also caters to the requirement of management curriculum of Indian universities.
1. Market and Marketing, 2. Modern Marketing Concept, 3. Marketing System, Marketing Mix, Marketing Function, 4. Buying, Assembling and Selling, 5. Transportation, 6. Storage and Warehouses, 7. Standardisation and Grading, 8. Marketing Finance, 9. Marketing Risk, 10. Marketing Information and Research, 11. Marketing Management, 12. Marketing Strategy and Planning, 13. Marketing Environment, 14. Market Segmentation, 15. Market Targeting and Positioning, 16. Product Planning, 17. Managing the Product Development, 18. Price Strategy, 19. Product Related Strategy, 20. Consumer Behaviour, 21. The Indian Consumers, 22. Consumerism, 23. Law Relating to Sale of Goods, 24. The Promotional Programme, 25. Sales Promotion, 26. Advertising, 27. Personal Selling, 28. Sales Organisation, 29. Sales Force Management, 30. Control of Sales Force, 31. Sales Forecast, 32. Remuneration to Salesmen, 33. Channels of Distribution – I, 34. Channels of Distribution – II, 35. Marketing of Consumer Goods, 36. Marketing of Industrial Goods, 37. Marketing of Securities, 38. Marketing of Agricultural Goods, 39. The Marketing of Services, 40. Regulated Markets, 41. Organized Markets, 42. Co-Operative Marketing, 43. Marketing Control, 44. International Marketing, 45. Rural Marketing, 46. Marketing and Society, 47. E-Business, 48. Total Quality Management, 49. Recent Trend in Marketing • Appendix