Contents: 1. Fundamentals of Marketing: Fundamentals of Marketing. i. Marketing Research. ii. Marketing Environment. iii. Consumer Behaviour. 2. Selection of Markets: i. Segmentation and Targeting. ii. Positioning. 3. Product Decisions: i. Product Management. ii. Brand Management. iii. Management of Innovations. 4. Pricing Decisions: i. Pricing Strategy. 5. Distribution Decisions: i. Distribution. ii. Retailing. 6. Communication Decisions: i. Integrated Marketing Communication. ii. Advertising Management. 7. Impact of Competition on Strategy: i. Competitive Marketing Strategy. 8. Reaching Consumers Directly: i. Direct Marketing. ii. Internet Marketing. iii. Personal Selling and Sales Management. 9. Analysing Marketing: i. Business Marketing. ii. Marketing of Services. iii. International Marketing. iv. Marketing for Non-Profit Organization. v. Rural Marketing.
ABOUT THE AUTHOR Arun Kumar
Arun Kumar has been watching the Indian poll scene for thirty years as a professional journalist. Since 1989, he has organized the election coverage of the Press Trust of India, the country's premier news agency – on five occasions for the Lok Sabha, besides numerous polls to the state assemblies. This is the fifth in the series of election books by the author. His works include, The Tenth Round: The story off the 1991 elections, The Battle for the Heartland, on the 1993 assembly elections, The Turning Point telling the 1996 poll story and On Coalition Course after the 1998 voting exercise. A Master in Political Science, with international relations, in 1980 he became the first Indian correspondent to serve in Pakistan after the 1965 Indo-Pak war. From one closed society, he went to another – China before returning back to India in 1988. Born in Delhi in 1946, Arun Kumar worked for a Delhi magazine and a newspaper in Ahmedabad before joining PTI in s1969. He now works as a Public Affairs Adviser.
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