| ID | 045010 |
| Call Number | 658.8/SHA |
| Title Proper | Principles of Marketing - Ebook |
| Language | ENG |
| Author | Sharma Kavita ; Aggarwal Dr. Swati |
| Publication | New Delhi, Taxmann Publications Private Limited, 2025. |
| Description | 342p Main Register Acc No. B34422 |
| Summary / Abstract (Note) | Principles of Marketing with Case-Based Practical Exercises is a definitive textbook designed to address the evolving marketing landscape in today's competitive environment. Grounded in theoretical rigour and supplemented by practical case-based exercises aligned with the National Education Policy (NEP), this book offers a holistic view of marketing principles—from foundational concepts to emerging trends like green marketing, digital marketing, and sustainable marketing. This Edition bridges academic depth and applications, making it a valuable resource for readers |
| Contents | Unit I | Introduction to Marketing – Establishes the basics of marketing philosophy and frameworks, highlighting the importance of studying marketing and its interplay with the external environment
Unit II | Market Selection – Focuses on consumer behaviour and market segmentation strategies, targeting, and positioning, offering deep insights into how firms identify and serve the right customer segments
Unit III | Marketing Decisions Related to Product – Dives into product strategy, from idea generation to branding and packaging, culminating with new product development and life cycle considerations
Unit IV | Marketing Decisions Related to Pricing & Distribution – Explores how marketers set prices based on objectives, costs, and competition; covers various distribution structures and retailing formats, emphasising logistics and channel management.
Unit V | Promotion Decisions & Emerging Developments – Discusses integrated marketing communication tools—advertising, personal selling, sales promotion, PR—and extend to relationship marketing, digital platforms, and ethical marketing practices. |
| Standard Number | 9789371264877 |
| Price. Qualification | 500/-(Virtual ) |
| Classification Number | 658.8 |
| Key Words | Retailing ; Marketing ; Development ; Promotion ; Product ; Distribution ; Consumer ; Relationship ; EBook |