Principles of marketing

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Title:

Principles of marketing

Author:

Kapoor, Neeru.

ISBN:

9788120348899

Personal Author:

Kapoor, Neeru.

Edition:

Eastern Economy edition.

Publication Information:

New Delhi : PHI Learning Private Limited , c2014

Physical Description:

xix, 288 p. : ill. ; 23 cm.

Abstract:

This book has been written with the objectives of providing students with the latest information on various marketing strategies in an organised and simplified format. Also explains various emerging issues in marketing such as customer relationship marketing, rural marketing, direct marketing, green marketing and marketing of services.

Subject Term:

Marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025750635	658.8 K17P 2014	1	Searching... Unknown

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Summary

Marketing is an essential business activity therefore it is necessary for students to understand its basic concepts and strategies.

This book has been written to provide students with the latest information on various marketing strategies. Besides discussing fundamental concepts, the book also explains various emerging issues in marketing, such as customer relationship marketing, rural marketing, direct marketing, green marketing and marketing of services. The text, supported by illustrations and diagrams, will help students to understand and easily grasp concepts.

Each chapter begins with learning objectives that provide a bird's eye view of the content. At the chapter-end, a summary is provided in bullet points to help students conceptualise that chapter's content. Questions are provided to help students test their knowledge and understanding of the topics before moving on. The inclusion of case studies and examples from the corporate sector provide a practical orientation to the text and help students to understand concepts in real-world situations.