Given the condition of growing complexity in the business area, it becomes increasingly important for business as well as managers to attract the customers in purchasing their products; at the same time, the products need to be produced at an optimal cost and sold at a reasonable price. Marketing is an important strategy to ensure the growth of the business. While current customers should always be the main priority of a business, marketing efforts can help to expand this base further. Key efforts like social media posts ...
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Given the condition of growing complexity in the business area, it becomes increasingly important for business as well as managers to attract the customers in purchasing their products; at the same time, the products need to be produced at an optimal cost and sold at a reasonable price. Marketing is an important strategy to ensure the growth of the business. While current customers should always be the main priority of a business, marketing efforts can help to expand this base further. Key efforts like social media posts and email campaigns can not only engage existing consumers but spread the word to new potential customers. In essence, marketing secures the business's future through new and old customer engagement. The book discusses the traditional marketing strategies and also help in understanding the modern techniques pertaining to Marketing concepts. On a wider note, the book discusses the various Marketing concepts and their relevance to global trade.The textbook on "Marketing Management" is authored to benefit UGC-NET Commerce & Management aspirants, as well as UG and PG degree programs taught by Colleges and Universities across India.I have given my best efforts to simplify and explain the concepts in a detailed way, and also framed each concept step-by-step with examples and case studies. I truly wish that this book enrich your marketing knowledge and intend to see a positive movement of understanding the Marketing Management concepts for the betterment of the Academic community and society at large.The book draws its inspiration from the "Marketing Management" authored by Philip Kotler; however, the main focus is given on explaining the context in the Indian version.About the Author: Prof. Arun Kumar is serving as an Assistant Professor at the Don Bosco College, Chennai. At the University of Madras, he teaches for the Econometrics department as a part-time lecturer; he's also working as a Guest lecturer at Ramakrishna Vivekananda College, Chennai, and Loyola-PULC. He's also the Managing director of Arun Academy, Chennai. Previously, Prof. Arun Kumar was a faculty member at SRM ITD, where he served as an Assistant Professor for a 1 year period.Actively involved in Research, he has published 6 Articles and Presented 8 papers in National and International Conferences. He received the best paper award in 2015 for Digital Marketing, which was published under the banner, "International Journal on Business Intelligence and Innovations".
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