This book applies marketing thinking to the complete spectrum of marketing: core concept & importance, consumer and business markets, theories of retail, communication process, successful approaches to CRM, patterns of market segmentation, and global marketing.This book focuses on the practical applications of marketing techniques and the management of a firm’s marketing resources and activities. It presents a framework for analyzing buyer behaviour and managing personal communication. The core objective of this book is to provide clear views on Marketing Management. It includes marketing mix and basics of marketing as its main part. It contains examples as well as case studies, self assignments which make it suitable for undergraduate as well as for postgraduate level streams.
S. Ramesh :- is Professor and Dean, Faculty of Commerce and Management Studies, Post-Graduate Centre, Mount Carmel Autonomous College. He is an M.Com; M.Phil and a Ph.D. in Management from Bangalore University. He has authored 15 books, published several research papers in national and international journals and has supervised 15 Ph.D. and 42 M.Phil scholars. He has carried out several major research projects funded by the UGC, ILO, FKCCI, PQI, Sweden and other agencies.C.S. Jayanthi Prasad :- C.S. Jayanthi Prasad is Associate Professor, School of Management Studies, Jaya Prakash Narayan College of Engineering, Mahabubnagar, Andhra Pradesh. He completed his M.Com from Osmania University and MBA with specialization in Marketing from Dr. BRAOU Hyderabad. He has 9 years of teaching experience. He is the coordinator for EDC cell in JPNCE.