Fundamentals of Marketing
- ISBN-10
- 8174466312
- ISBN-13
- 9788174466310
- Series
- Fundamentals of Marketing
- Category
- Marketing
- Language
- English
- Published
- 2009
- Publisher
- Excel Books India
- Author
- Atul Nayak
Description
This book, Fundamentals of Marketing, offers must detailed coverage of marketing. This books focuses on the key concepts and functions that are common to most marketing situations. It (the book) covers the entire gamut of this core course 'Fundamentals of Marketing'. In the first section, we lay the groundwork for our study of the field of marketing with a close look at marketing key concepts and the important tasks marketers perform. In the next part, we begin a multi part discussion of research in marketing. This part also looks at the elements of good research including factors that distinguish good research from poor. In another part, we take a close look at the key concepts all marketers should consider when faced with product decisions. In next part, we cover the basics of distribution including defining what channels of distribution are and why these are important. Then we begin our discussion of the next major area of the marketing mix-promotion. In next part, we begin a two-part discussion of the fourth marketing mix variable-price. In the final chapter, we take all that has been discussed to this point and see how marketers use this information to manage business decisions.
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