BASICS OF MARKETING

Welcome to “Basics of Marketing,” a comprehensive and insightful guide tailored for students pursuing MBA, BBA, and B.Com degrees with a specialization in Marketing, as well as educators and marketing professionals eager to deepen their knowledge of this ever-evolving field.

This book distinguishes itself through a unique teaching approach, bridging theoretical concepts with real-world applications. Throughout its pages, you’ll find a rich tapestry of authentic business examples, engaging case studies, and illuminating charts, all designed to bring marketing theory to life.

One of the book’s key features is the extensive set of questions provided at the end of each chapter, spanning Bloom’s Taxonomy from Remembering to Creating. These questions not only assess your understanding but also stimulate critical thinking and the practical application of concepts. Additionally, each chapter includes 20 multiple-choice questions with answers for self-assessment and reinforcement.

To enhance your learning journey, the author has thoughtfully integrated YouTube video links that complement the chapter content, offering valuable visual insights.

At the culmination of this book, you’ll discover supplementary materials, including sample teaching plans, question papers, and course outcome assessments, which will prove invaluable to both educators and students.

Unit-I explore the Evolution of Marketing, delve into Core Marketing Concepts, address Marketing Myopia, and delve into Customer Value, CRM Strategies, and the Brick-and-Click Model.