Indian marketers today are excited and are facing challenges because of technology intensive, hyper competitive global business environment prevailing in the country. Their challenge is to take sound marketing decision in a complex environment. The student community who are interested in marketing career will also face the same challenges. These may be in a more complex situation, as it takes time for them to enter into career. This title “Marketing Management” provides them an opportunity to develop the skills necessary to meet the challenges. Our customers are our readers, keeping this in mind and to add value to existing fund of knowledge in the students friends, we have taken this risk to write the subject lucidly, comprehensively and meaningfully, using out intellectual capital to enhance the intellectual capacities of our readers. Though this basic work on theories, concepts and principles of Marketing Management, students are promote in this work to assume the role of marketing executives. Graded questions are also given at the end of each chapter for self-study and better understanding of the theme of this title. Suggestion to improve the quality of work is welcome. The present book would not have seen the light, but for the grace of God and the blessings and support of our family members and friends. We have prepared the present book according to the First Semester MBA, VTU. We sincerely invite careful suggestions from fellow teachers and expect a pat from seniors in field of teaching communication skills, which gives us extra strength to do more and more positive work. Contents - Module - 1 Introduction to Marketing Module - 2 Consumer Behaviour Analysis Module - 3 Market Segmentation, Targeting & Positioning Module - 4 Managing the Product Module - 5 Pricing Decisions and marketing Channels Module - 6 Integrated Marketing Communication Module - 7 Marketing Planning, Audit and Strategy Case Study

This book on Interactive Marketing is unique and serves as support to the practitioners and the students as well. The managerial elements of interactive marketing are dealt with comprehensively in this book. It presents the case study of State Bank of India, the public sector giant in the banking sector. The bank`s outlook on interactive marketing and issues as well as the responses of employees and customers are detailed. The book helps the readers to identify critical issues of learning and to find ways to solve the problems of interactive marketing. Interactive marketing theory suggests that satisfaction and positive outcomes are directly associated with the extent of customer interaction. The quality of the relationships between customers and front-line employees, which incorporates both a professional and a social dimension, can strongly contribute to the customer`s overall perception of quality of the service provider. Customers are influenced by the service provider and the quality of the experience. Receiving service is both a personal and psychological experience. There is a psychological and physical closeness between employees and customers in the service encounter. Services are delivered during the interaction between customers and customer-contact employees, and thus, employees` attitudes and behaviors towards customers determine customers` perceived service quality, satisfaction, and performance. Contact employees in services become involved in what is termed as 'Interactive Marketing'. It is essential that they are responsive to customers` needs. Not only do buyer-seller interactions have an impact on purchasing and repeat purchasing decisions but also, crucially, that buyer-seller interactions provide a marketing opportunity for the organization. The Internal marketing is to get motivated and customer conscious employees. Book Content of Interactive Marketing Chapter 1 : Interactive Marketing − The Conceptual Framework Chatper 2 : Review of Literature Chatper 3 : Research Design Chatper 4 : State Bank of India − Organisation System and Operations Chatper 5 : Product Mix of State Bank of India Chatper 6 : Pricing Policies and Strategies Chatper 7 : Distribution System Chatper 8 : Internal Marketing Chatper 9 : External Marketing Chatper 10 : Employees` Opinion on Interactions Chatper 11 : Customers` Opinion on Interactions Bibliography Annexure

In these days of `dot com`, `e−`, global business is the order of the day through websites and domain names. From Electronic Data Interchange (EDI) to e−commerce, a revolutionary change has been seen. EDI is now outdated. The growth of the Internet has created the potential vision of e−commerce. There is nothing new in this term, only a new medium and dimension, a sub−set of e−business. It is only a form of traditional business using electronic means. Recently, there has been a substantial hype created with the emergence of e−commerce, the cutting edge technology of business, a new paradigm, a buzzword in business communication. E−commerce is to be, viewed as business but not as a technology issue. It is still a commerce and still about human beings. Customers are still customers and business merchants want people at their end. The book has covered basics, types of e−commerce, intranet, extranet, e−banking, websites, security, internet, EDI and business communication. In this book, the author has attempted to discuss both the theory and practical aspects of e−commerce and e−business. This book is produced in a very non−technical manner for the sake of clarity and simplicity of the concept. Contents : 1. Fundamentals of E−Commerce 2. Electronic Data Interchange (EDI) 3. E−Commerce Over The Internet 4. E−Commerce Websites 5. E−Commerce Process and Payment Solutions 6. E−online Banking 7. E−commerce Security 8. E−business Communication

Services Marketing, has tried to analyze the services characters like intangibility, perishability, inseparability, variability which are very important for services marketers to develop their services offer and marker them. Marketing practices adopted in manufacturing products cannot be adopted in toto in services marketing. Services processes involve interaction between services product and consumers and hence services marketing cannot be an isolated activity of a services management. Book Content of Services Marketing Services Marketing- An Overview Services Marketing Services Marketing Structure Services Marketing Mix Product Pricing Promotion Place(Distribution) People Physical Evidence Process Organisation Marketing Strategy In Service Business Service Quality Managing Service Competition Marketing Of Service References

Dynamic Global Retailing Management because, first of all, we are dealing with ever changing customers and their lifestyles, needs and desires; secondly, the market forces, both national and global, that are swiftly volatile and highly fluid; thirdly, global competition, that is forcing retailers to be as their toes and to be more proactive than reactive and to be more dynamic than static. That is why we call the book 'Dynamic Global Retailing Management' and to be successful in Retailing Management. The retailers has address the dynamic and global forces in the marketplace. This pioneering book on retailing management prepares men and women for the exciting, challenging and rewarding career of managing in retailing industry - a sunrise industry in India in the New Millennium. The book is primarily based on the author`s consulting experiences, experiments and global research in retailing management. In this book 16 valuable chapters, the book is created to a discussion of all vital areas and functions of retail management with a global perspective, challenging issues of retailing industry, strengths and weaknesses of retailing, line and staff functions of retailing management and live cases of how top retailers manage various aspects and functions of retailing. Book Content of Dynamic Global Retailing Management 1. Retailing Industry 2. Retailing Management: Theory and Practice 3. Retailing Management Philosophy 4. Customer is the King: Customer First Policy 5. Retail Merchandising Management 6. Retailing Operations Management 7. Retail Marketing Management 8. Retail Human Resource Management 9. Retail Finance Management 10. Retail Security Management 11. Retail Warehousing and Inventory Management 12. Retail Information Management 13. Case Studies - Wal-Mart 14. Marks and Spencer 15. Sears Roebuck Story

A retailer is the final business in a distribution channel. It is interface between customers and the rest of the channel. Thus, retailer is a business that sells products and services to customers for their personal, family or non-business use. Retailing includes all the activities involved in selling goods or services directly to the final consumer for personal or non-business use. Retailing is the sale of goods and services to the ultimate consumer for personal, family household use. Thus, retailing involves more than selling tangible products. It includes every sale of goods and services to the final consumer. Thus purchase of a service such as reservation of railway ticket, consultancy of a physician, maintenance services of a plumber, carpenter, hair-cut etc., dry cleaning, stay at hotel, rental of book, home delivery of goods, consultation by lawyer / doctor are also retail transactions. Consumer is a key issue in the concept of retailing. The person who runs the shop will not be the ultimate or final or 'end of the chain' customers (end user). All retailing do not occur through stores or shops. There are numerous examples of non-store retailing, such of Aquaguard by Eureka Forbes, sale of cosmetics by Avon, catalogue sales by L.L.Bean, etc. Also retailing does not need physical presence of retailer or his representative. For example, automatic vending machines. Retailing accounts for about 15-20% of the organized workforce in any developed economy. It is the second largest employer in the India after agriculture. There are about 6 million retail establishments in India. Of which, 4.1 million (70%) sell food products and related items. An interesting research in this area has shown that grocery stores (56% of all retail outlets) and general stores (13%) dominate rural India. There are 1.8 million retail outlets in urban India. Of which more than 50% earn between 7,500 and 25,000 daily. Approximately 6.6% of urban adults in India are shop owners. There are about 21% outlets in urban area engaged service retailing. Retailing accounts for an impressive part of Gross Domestic Product (GDP). Cooperative marketing is not new to India. To get the economies of scale, Indian craftsmen and traders made shrenies or groups of similar products and trade during 6th and 7th centuries. This was the basis of caste system. The villages during medieval and British period grew with cooperative trade. Contents : 1. Merchandising for Profit 2. Retail Pricing and Re-pricing 3. Relationship of Markup to Profit 4. Retail Method of Inventory 5. Rupee Planning and Control 6. Invoice Mathematics 7. Computing by Heart 8. Forecasting 9. Summary References and Further Readings

India is projected to become third largest economy in the world by 2050. The service sector remained the key driving force of Indian economy and average growth of this sector at 8.6 per cent was higher than the average growth of 7.5 per cent during the last five years. Eventually service sector contributed above 50 per cent of GDP since 1997-98 and touched 57.6 per cent in 2004-05. Further India ranked 18th largest exporter of global service and touched export revenue of US$ 51,326 million line 2004-05. This book substantially contributes to the main stream of knowledge in the service marketing and attends all the facets of the emerging concepts with clarity and perspicacity. The book will prove invaluable to the students of management, MBA, MBM MIB and marketing professionals. Further, in line with global trend, this book discusses the latest services marketing approach to doing business globally - one that has the potential to radically transform the company that adopts the customer centric services marketing principles and practices it advocates globally. The service generating organizations like BPO, Retailing, Banking, Insurance, Cellular Services Hospitality, Travel and Tourism, Education, Medical and Health care, Financial service, Information Technology, Consultancy and Professional service, Entertainment and Event management would find this book useful for being positioned their services globally. Contents : Section I - Services Marketing Concepts 1. Overview of Services Marketing in the New Millennium? 2. The Fundamental Concept in Service Marketing 3. Managing Demand and Supply of Services 4. Delivering Quality Services? 5. Strategic Services Marketing 6. Designing Suitable Product and Price Mix 7. Designing Service Promotion and Distribution Mix 8. Towards Specific Services Marketing Mix Section II - Service Marketing Practices 9. Marketing of Financial and Insurance Services 10. Marketing of Hospitality, Travel and Tourism Products 11. Marketing of Educational, Software and Other Professional Services 12. Marketing of Health Care, Cellular and Entertainment Services 13. Emerging Influence of Retailing and Shopping Malls 14. Internationalisation of Services. Section III - Case Study 15. Case Method Analysis

The knowledge of e-Retailing system is necessary for those pursuing the degree and postgraduate degree course in Business Management, even for the students of Business Management courses having electives as Marketing or Retail Management or part of the curriculum that necessitates the basic knowledge of e-Retailing. This book is written considering the students pursuing the first order course in Management that forms a part of any of the degrees stated above. It slowly converges to almost all the necessary part of the e-Retailing system design and operation. The discussion presented is lucid and accompanied by a number of easily understandable diagrammatic representations. The explanations are also used for the concerned candidates whose course requirement is a little in depth. Each diagram is sufficiently detailed to support fast and easy understanding by the readers. Each chapter is accompanied with self-test exercises to measure progress of the readers. Book Content of e-Retailing Principles and Practice 1. Foundation of e-Retailing 2. e-Retailing The Application Domain 3. Competitive Strategies 4. e-Retailing: The Current Trends 5. e-Commerce: Procedures and Methods 6. Commercial Website Designing 7. Computer Networking: Concepts and Applications 8. Database Concepts: The Foundation 9. Data Warehousing: Basic Technology and Utilization 10. Enterprise Resource Planning: Design and Implementation 11. Decision Support System: The Knowledge Foundation 12. RFID: New Era Technology and Application Domain Appendix

This book has been the most enjoyable of pursuits for both of us. First shopping mall management book in India which includes right from the concept, design and definition to management with user friendly check list and SOP`s, is perhaps first attempt globally in this arena. We wrote it to create a text that would be easy for today`s shopping mall professionals and retail students to learn from - a book that is focused on Practical concepts rather than information. More than most subjects, Shopping mall management is at its core, a set of ideas, and if readers can master these basic ideas, the rest comes easily. The Shopping mall business is a more competitive place now than it was when we witnessed first malls in India ten years ago. The competition has increased. There are many tempting options in each metro and mini metro. Shoppers are freer than ever to pick and choose. Book Content of Mall Management 1. Mall Introduction 2. Mall Design Process 3. Leasing and Administration 4. Marketing 5. Shopping Mall Management Annexures

This book presents the subject of retailing from both academic and pragmatic points of view. We have made an attempt to discuss retail concepts and practices through contemporary examples to provide practical insights to students and managers. Discover, SAQ,s and Review Questions will set a path for brain storming. Retail management can be made as complicated as one wants to but its success is in its simplicity. It is important to study all the variables that go into making retail store successful but the ultimate test of success is the consumer`s reaction to it. Contents : 1. Introduction to Retailing 2. Retailers and Retail Formats 3. Retailing Concepts 4. Customer Behavior 5. Retail Strategy 6. Trade Area Analysis 7. Store Location 8. Store Layout & Design 9. Concept of Organisation Structure 10. Human Resource Management-I 11. Human Resource Management-II 12. Leadership-Concept and Models 13. Leadership-II: Effectiveness and Adaptability 14. Planning Merchandise Assortment 15. Buying Merchandise 16. Pricing the Merchandise 17. Controlling the Merchandise 18. Promotional Strategies: Advertising, Sales Promotion and Publicity 19. Promotional Strategies: Store Atmosphere and Personal Selling 20. Store Management 21. Legislation for Retailing 22. Introduction to Retail Research 23. Application of Information Technology 24. Service Retailing 25. Financial Planning for Retail 26. Non-Store Retailing 27. Employee Motivation