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The present book titled **“Marketing Management: Concepts and Applications”** is written with the intent to bring understanding and knowledge of various aspects of marketing practices in this digital era. The content of this book covers both the basic and advanced aspects of marketing management. The basics of marketing management such as marketing concept, consumer behavior, market segmentation, targeting and positioning, product management, pricing, distribution, IMC, brand management, digital marketing, and relationship marketing etc., have been discussed here. Further, specific attention has been paid to the application of marketing concepts in decision making and competitive environments. Further, the content aims to cover not only theoretical part but also exploring contemporary and real-world aspects related to marketing.
Dr. Neeta Bhatla is a Doctorate in Management domain with specialization in Human Resource Management from Dr. A.P.J. Abdul Kalam Technical University, Lucknow (NAAC A++) and has 23 years of academic experience. She has published 23 research papers in reputed national and international journals, including ABDC-listed and Scopus-indexed journals, UGC Care and peer reviewed journals. She has presented 20 papers in national and international conferences. She has been a part of international conferences and workshops as a resource person and chaired sessions at the same. Her areas of interest include Human Resource Management, Organizational Behavior, Business Laws, Management Concepts, Talent Management, Labour Laws, Supply Chain Management and emerging HR practices.
Dr. K. K. Pandey is a UGC-NET and Doctorate in Management domain with specialization in Marketing from University of Lucknow (NAAC A++) and has 20 years of academic experience. He has published many research papers in reputed international and national journals, including ABDC-listed, Scopus-indexed, UGC-Care and peer reviewed journals. He has also presented more than 20 papers in national and international conferences and seminars. He has been a part of international conferences and workshops as a resource person and chaired sessions at the same. His area of interest consists but not limited to Marketing, Consumer Behaviour including online shopping behavior, Operations Management, SCM etc.
1. Introduction to Marketing and Consumer Behavior
2. Market Segmentation, Targeting, Positioning and Branding
3. Product and Pricing Decisions
4. Distribution and Promotion Strategies
5. Customer Relationship Management and Emerging Trends
6. References
7. Glossary
