TY  - GEN
AU  - Verma, Harsh V. 
AU  - Duggal, Ekta
TI  - Marketing
SN  - 9780199459100
U1  - 658.8 
PY  - 2015///
CY  - New Delhi
PB  - Oxford  Unversity Press
KW  - Marketing
N1  - Chapter 1:	Introduction to Marketing	
Chapter 2:	Marketing Environment	
Chapter 3:	Consumer Buying Behaviour
Chapter 4:	Market Segmentation and Target Selection	
Chapter 5:	Differentiation and Positioning	
Chapter 6:	Product Decisions	
Chapter 7:	Product Development and Life Cycle	
Chapter 8:	Pricing Decisions	
Chapter 9:	Promotion	
Chapter 10:	Advertising	
Chapter 11:	Personal Selling	
Chapter 12:	Channels of Distribution	
Chapter 13:	Marketing in Organization: Implementation and Control	
Chapter 14:	New Developments in Marketing	
Chapter 15:	Specialized Markets and Marketing	

N2  - Marketing is a textbook designed to meet the requirements of the students of both business management and commerce for a fundamental course in marketing. It explains the concepts with the help of numerous examples and cases.
The book begins with an introduction to the subject and goes on to elaborate on the marketing processes. Next, it analyses marketing environment, consumer needs, and consumer behaviour, which is followed by a discussion on market segmentation and target selection. The book subsequently elaborates on product positioning, product decisions, and product development. It also covers the concepts and applications of pricing decisions, communication, advertising, personal selling, and distribution functions. It concludes with analyses of marketing in organizations, new developments, and specialized fields in marketing.
Besides students, the book with its application-oriented approach would also be useful to marketing professionals
ER  -