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Principles of Marketing
The Course attempts to equip the students with the knowledge of the basic principles of marketing Management. .
Marketing concepts, Marketing philosophies, Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Market Segmentation (Elementary concepts)
Concepts, Levels of product, Product Life Cycle, New product development process, Product line concepts, Product line policies, Product Standardization vs. Product Adaptation.
Pricing objectives, pricing methods and process, Factors influencing pricing
concepts of Physical distribution, functional areas of physical distribution, Levels of distribution channels (Consumer goods & Industrial goods), factors influencing selection of distribution channels
Advertising: Meaning, Medias, Merits and demerits of different types of media. Sales Promotion: Meaning, Consumer promotion & Dealer promotion tools.
Public Relations: Meaning, Tools. Personal Selling: Meaning, Process .
Direct Marketing: Meaning, Importance.
1. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi, 2005, 3rd ed.
2. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd., 3rd ed.
3. Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot, Jaipur
4. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi, 12th ed.
1. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 7th ed.
2. Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai, 2006, 13th ed.
3. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi, 1995.
4. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994
5. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, 1997.
