Product Planning And Development - Product Life Cycle - Brand Management, Developing New
Product - Market Segmentation - Targeting and Positioning, Pricing Decisions - Channel Design and
Management - Retailing and Wholesaling - Promotion Methods. Advertisement, Sales Promotion and
Personal Selling, Public Relations. |
1. Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha, “Marketing
Management”, 13th Edition, Pearson Education [South Asian Edition]. |
1. Etzel, Stanton and Pandit, George Marakas, “Marketing Concepts and Cases”, 12th Edition,
Tata McGraw -Hill Publishing Company Ltd., 2006.
2. Kurtz and Boone, “Principles of Marketing”, 12th Edition, Cengage Learning India Pvt. Ltd.,
2007
3. Rajen Saxzena, “Marketing Management”, 3rd Edition, Tata McGraw -Hill Publishing
Company Ltd., 2006.
4. Adrian Palmer, “Introduction to Marketing”, 1st Edition, Oxford University Press New York,
2004. |