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In this book, we have covered all topics of marketing Management as per the latest Syllabus of UGC NET. This book is so helpful for Management – MBA & BBA as well as Commerce – B.COM & M.COM Students. The following topics are covered in this book:;- BBA, MBA, B.COM, and M.COM Syllabus also covered

Marketing Management – UGC NET, MBA, BBA, B.COM & M.COM

Chapter No. Title Page No.
1 Introduction to Consumer Behaviour 3-6
2 Consumer and Industrial  Buying Behaviour: Theories and Models of Consumer  Behaviour 7-16
3 Brand Management  –  Role of Brands, Brand Equity, Equity Models, Developing a Branding Strategy; Brand Name Decisions, Brand Extensions and Loyalty 17-34
4 Logistics and Supply Chain Management: Drivers, Value creation,  Supply Chain Design, Designing and Managing Sales Force, Personal Selling 35-50
5 Service Marketing –  Managing Service Quality and Brands, Marketing Strategies of Service Firms 51-62
6 Customer Relationship Marketing – Relationship Building, Strategies, Values and Process 63-78
7 Retail Marketing – Recent Trends in India, Types of Retail Outlets. 79-100
8 Emerging Trends in Marketing  –  Concept  of e-Marketing,  Direct Marketing, Digital Marketing and Green Marketing 101-108
9 International Marketing  –  Entry  Mode Decisions,  Planning Marketing  Mix for International Markets 109-112
  MCQs 113-119



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