Modern Marketing Management

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Marketing is basic and important function of managerial process whereby the resources of the whole business organizations are utilized to satisfy the wants or needs of selected customer groups in order to achieve the objectives of both parties such as suppliers or producers and the consumers. It plays an important role in product promotion. In the present book all these topics of marketing such as marketing research, marketing communication, marketing environment, marketing channels, marketing control, advertising and public relations and targeting have been explained after a detailed study of the basic concepts, principles and the modern business environment. Specific chapters on Direct Marketing and Rural Marketing have been included in order to make this book more distinct and relevant, in the present day context. The book would be useful for students of B.Com., B.B.A., M.Com., M.B.A., PGDMM and marketing professionals.

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R.K. Tailor is presently working as Assistant Professor, Department of Commerce and Management, Poddar International College, Jaipur. He is having a good academic recored and passed M.Com. from the University of Rajasthan, Jaipur. He has completed his MBA and pursuing for Ph.D. in Commerce. He has been teaching undergraduate, postgraduate, management, pharmacy and other professional students since last 10 years. He has presented many articles in various reputed journals and attended various seminars and symposiums. He is also delivering lectures at various colleges affiliated to the University of Rajasthan and other Universities. He has authored more than 50 books including Management, Principles and Practices of Management, Pharmacy Practice, Drug Store & Business Management, Business Communication, Financial & Marketing Management, Business Mathematics, Business Economics, Managerial Economics, Business System, Human Resource Management, Operations and Production Management, and Management Information System.