Coming soon
Marketing Management
Concept of Services, Difference between Goods and Services, Unique Characteristics of Services, 7Ps of Expanded Marketing Mix, Service Marketing Triangle
Understanding strategy in a marketing context. The Marketing Plan: Strategies and Processes, Developing Marketing Strategies and Plans for Growth and Downsizing, Managing the Marketing effort, Marketing Organization
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Followers and Nichers; Offensive and Defensive strategies
Green Marketing: Concept, Problems and Challenges in Green Marketing Social Marketing: Concept and Definition, Scope, Problems and: Challenges, Social Marketing Campaigns. Environmental Concerns in Marketing.
Emerging Concepts of Marketing
Introduction to Internet Marketing, Digital Marketing: Digital Marketing Process, Digital Marketing & Traditional Marketing,Digital Marketing Strategies.
Social Media Marketing: Social Media Mix,Viral and Buzz Marketing: Elements of a Viral Marketing Strategy, Concept of Multi level Marketing
ESSENTIAL READINGS:
- Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
- Kotler, P., Armstrong, G., Agnihotri, P. Y., &Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson.
- Ramaswamy, V.S. &Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.
SUGGESTED READINGS:
- Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing
- Saxena Rajan, Marketing Management, McGraw Hill Education
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