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Marketing has raised the standard of living of people by bringing them in touch with products useful to them in satisfying their needs and wants. Most of the products that we see on the shelves of the supermarket were not available till two decades ago. They are fresh new products. How these are developed? How products are branded? How are they priced? and last but not the least, how are they promoted? All these Ps of marketing are covered. Apart from these, Consumer Behaviour, Marketing Research and Sales Management have been dealt with. It is a book that introduces you to the basics of marketing. Contents - 1. What is Marketing? 2. Managers and Environment 3. Strategic Planning 4. Marketing Process and Marketing Planning 5. Competitive Environment 6. Marketing Research and Marketing Information System 7. Consumer Behaviour 8. Demand Measurement and Forecasting 9. Market Segmentation and Targeting 10. Product Planning 11. Differentiation and Positioning of Products 12. New Products: Planning and Development 13. Marketing Strategies for Market Leaders, Followers and Nichers 14. International Marketing 15. Product Mix Strategies 16. Brand Decisions and Packaging Decisions 17. Marketing of Services 18. Pricing Decisions 19. Marketing Channels – Retailing 20. Marketing Channels – Wholesaling 21. Channel Marketing 22. Physical Distribution Management (PDM) 23. Promotion Mix 24. Advertising Decisions 25. Advertising Campaigning and Creativity in Advertising 26. Media Overview 27. Advertising Business 28. Managing Sales Promotion and Sales Displays 29. Direct Marketing 30. Managing the Sales Force 31. Marketing Organisation 32. Eveluation and Control of Marketing Function
