Summary |
The text of the book is divided into 15 chapters. Chapter 1 describes the meaning, scope, and the modern concept of marketing with its evolutionary background and highlights some of the modern conceptual advances in the field of marketing. Chapter 2 deals with the relationship between marketing and economic development and their interacting role with particular reference to India. It sets the Indian backdrop for subsequent chapters. Chapter 3 explores the quantitative and qualitative aspects of the Indian market and brings out its demographic, economic, and socio-cultural profile. Chapter 4 provides an overview of the economic, psychological, and socio-cultural concepts pertaining to consumer behavior.
Chapter 5 through 12 respectively discuss the marketing functions, namely, marketing research, product planning and product strategies, pricing, personal selling, advertising, channels of distribution, and physical distribution. The text of these chapters describes the meaning, role and scope of these functions and discusses the policy, strategy and technique options available to decision makers in the Indian business context.
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