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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
