introduction to marketing

Table of content

1. Composition and Functioning of the Marketing Environment
2. How Communications Influence the Role of Promotion in Marketing
3. INTRODUCTION TO MARKETING
4. MARKETING RESEARCH AND ITS APPLICATIONS
5. The Role of Marketing
6. Approaches/Evolution to the Study of Marketing
7. Basic Concepts Underlying Marketing
8. Benefits of Market Segmentation
9. Definition of Marketing Research
10. Functions of Marketing
11. MARKET SEGMENTATION
12. MARKETING COMMUNICATION
13. MARKETING ENVIRONMENT
14. MARKETING MIX
15. Marketing Research Procedure
16. New Product Development and Marketing Mix
17. Purpose of Marketing Research
18. Relationship Marketing
19. Roles of Pricing and Advertising in Marketing Mix
20. Scope of Marketing Research
21. The Concept of a Segment
22. The Role of Middlemen in the Marketing of Goods

REFERENCES/FURTHER READING 

Enis, Ben M. (1980). Marketing Principles. California: Goodyear Publishing Company. 

Ferber, Robert (ed.) (1974). Handbook of Marketing Research. New York: McGraw-Hill Book Company. 

Kotler, Philip (1987). Marketing Management: Analysis, Planning and 

Control. New Delhi: Prentice-Hall of India Private Limited. 

Luck, D.J.; Wales, H.G.; Taylor, D.A. and Rubbin, R.S. (1978). 

Marketing Research. New Delhi: Prentice-Hall of India Private 

Limited.