Table of contents
The book has following contents. Almost every topic is explained with proper diagrams.
1. Marketing
2. Modern or new concept of marketing
3. Marketing Mix or 4 P’s of marketing
4. Marketing environment
5. Consumer behavior in marketing
6. Buying characteristics influencing consumer behavior
Or
Determinants of consumer buying behavior
Or
Factors affecting consumer buying behavior
7. Buying Motives of consumer
8. Consumer buying decision process
9. Types of consumer buying behavior
10. Stages in consumer buying decision process or model
11. Market segmentation, market gridding and market positioning
12. Target marketing and mass marketing
13. Concept of product
14. Types of Product policy decision
15. Stages of Product development process
16. Product differentiation
17. Meaning of brand
18. Brand equity
19. Brand strategy decision
20. Brand rejuvenation
21. Brand relaunch
22. Marketing planning
23. Steps in marketing planning
24. Components of marketing plan
25. BCG Matrix or Bostan Consultancy Group’s growth share matrix
26. Growth vector model or product market growth grid
27. Marketing organization
28. Marketing control
29. Techniques of marketing control
30. E-Marketing
31. Marketing mix in e-marketing
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