ISBN 9780070620186,Basic Marketing : A Global Marketing Approach

Basic Marketing : A Global Marketing Approach



Tata McGraw - Hill Education

Publication Year 2006

ISBN 9780070620186

ISBN-10 0070620180

Paper Back

Edition 15th
Number of Pages 880 Pages
Language (English)


This edition of Basic Marketing builds upon its pioneering beginnings that introduced the "four PS" to the introductory marketing course. The unifying focus of this text has always been on marketing decision-making pertaining to identifying and meeting customers' needs.

Salient Features:

Introduces marketing orientation and customer value in the context of an overall integrative model of the marketing strategy planning process
Focuses on exploring how the strategy planning process should lead to decisions about a target market and the marketing mix
Integrates topics of special interest, like services, relationship marketing, cultural diversity, entrepreneurship, cross-functional linkages Table of Contents
Chapter 1. Marketing's Value to Consumers, Firms and Society.
Chapter 2. Marketing Strategy Planning.
Chapter 3. Focusing Marketing Strategy with Segmentation and Positioning.
Chapter 4. Evaluating Opportunities in the Changing Marketing Environment.
Chapter 5. Demographic Dimensions of Global Consumer Markets.
Chapter 6. Behavioral Dimensions of the Consumer Market.
Chapter 7. Business and Organizational Customer and Their Buying Behavior.
Chapter 8. Improving Decisions with Marketing Information.
Chapter 9. Elements of Product Planning for Goods and Services.
Chapter 10. Product Management and New- Product Development.
Chapter 11. Place and development of Channel Systems.
Chapter 12. Distribution Customer Service and Logistics.
Chapter 13. Retailers, Wholesalers, and Their Strategy Planning.
Chapter 14. Promotion- Introduction to Integrated Marketing Communications.
Chapter 15. Personal Selling.
Chapter 16. Advertising and Sales Promotion.
Chapter 17. Pricing Objectives and Policies.
Chapter 18. Price Setting in the Business World.
Chapter 19. Implementing and Controlling Marketing Plans: Evolution and Revolution.
Chapter 20. Managing Marketing's Link with Other Functional Areas.
Chapter 21. Developing Innovative Marketing Plans.
Chapter 22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges.

Case Studies From Business World

Chapter 1. Of growth pangs & plans.
Chapter 2. There is fun but no mazaa.
Chapter 3. Customer service or severance.
Chapter 4. The brand that is India- II.
Chapter 5. Knowing your product.


Appendix A: Economics Fundamentals
Appendix B: Marketing Arithmetic
Appendix C: Carrer Planning in Marketing