This book on Marketing Management is specially designed for those who are the students of MBA, PGDM & Executives. It introduces the reader to basic marketing concepts, equally applicable to students and industry practitioners.
Through good economic times and bad, marketing remains the pivotal function in any business.Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
Chapters in this book provide an overview of marketing and consider marketing in the context of the Business environment. The primary emphasis relates to making the organization customer focused. Issues such as market Research, Segmentation, Targeting and Positioning are examined.
How the effective use of marketing mix is essential to gain the competitive advantage. Decision relating to product, pricing, promotion and place are examined.
Services marketing has become increasingly challenging due to the dynamic nature of the business environment.
Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Social media facilitate communication between and among customers and organizations using customer centered, participatory online technologies.
Overall, the book is intended to offer an insight into what marketing is all about. Marketing is about facilitating exchange, it is about allowing people the choices to be able to live the kind of lives they would wish for themselves and their families, and it delivers a standard of living, but above all marketing is about ensuring that business meets the needs of its customers.
