Course Code: ECOM405

Course Title: MARKETING MANAGEMENT/ESSENTIALS OF MARKETING

Unit 1

Marketing: Scope and Concepts

Reference Books

 Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002

 Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002
 Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi
 S. Jayachandran, Marketing Management, TMH, 2003
 SHH Kazmi, Marketing Management, Excel Books, New Delhi

Web Links

 www.hindustanstudies.com/files/coreconcepts.pdf
 http://www.netmba.com/marketing/concept/
 http://www.jimnovo.com/Relationship-Marketing-more.htm
 http://www.realinnovation.com/content/c081103a.asp
 http://www.wisegeek.com/what-is-customer-value.htm
Unit 2

Understanding the Marketplace and Consumers

Reference Books

 Philip Kotler, Marketing Management, Pearson, 2007.

 SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Web Links

 http://marketingteacher.com/lesson-store/lesson-marketing-environment.html
 http://knol.google.com/k/marketing-environment#
 http://www.marketing91.com/mis-marketing-information-system/
 http://www.polarismr.com/resources/marketing-research-overview/
Unit 3

Consumer Markets and Consumer Buying Behaviour

Reference Books

 Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi

 S. Jayachandran, Marketing Management, TMH, 2003
 SHH Kazmi, Marketing Management, Excel Books, New Delhi
 Saroj Dutta, Marketing Sense, Excel Books, New Delhi

Web Links

 www.consumerpsychologist.com/
 www.marketingteacher.com/.../lesson-defining-consumer-behavior.html
 http://tutor2u.net/business/marketing/buying_decision_process.asp
 http://business.ezinemark.com/factors-affecting-consumer-
behavior50fc758b3b5.html
Unit 4

Business Markets and Business Buyer Behaviour

Reference Books

 Frederick E Webster, Jr., Industrial Marketing Strategy, John Wiley and Sons
 Krishna K Havaldar, Industrial Marketing, Tata McGraw Hill Publishing CompanyLtd.
 SHH Kazmi and Satish K Batra, Consumer Behaviour – Text and Cases, Excel Books

Web Links

 http://knol.google.com/k/organizational-buying-processes-and-buyingbehavior#
 http://www.economypoint.org/o/organizational-buying-behaviour.html
 http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Four-
 CRM-Strategies-for-Adapting-to-the-Changing-Economy-47995.aspx
 http://www.txtgroup.com/content/maincontent/6243/C_4_maincontent_6243_gr_c
ontent_mrkt_download_object.pdf
Unit 5

Designing a Customer-driven Strategy and Mix: Creating Value for Target

Customer

Reference Books

 Lawrence Weinstein, Marketing Management, South Western Publications.

 Philip Kotler, Marketing Management, Pearson, 2007.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003

Web Links

 www.prenhall.com/behindthebook/0132390027/.../Kotler_CH07.pdf
 www.advertising-objective.com/the-stp-process.html
 www.businessplans.org/segment.html
 www.tutor2u.net/business/marketing/segmentation_why.asp
Unit 6

Products, Services and Brands: Building Customer Value

Reference Books

 Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.

 Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
 Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi.
 Saroj Dutta, Marketing Sense, Excel Books, New Delhi.
 SHH Kazmi, Marketing Management, Excel Books, New Delhi.
 S. Jayachandran, Marketing Management, TMH, 2003.

Web Links

 http://www.citesales.com/87-product-mix.html
 www.wisegeek.com/what-is-a-product-line.htm
 http://marketingteacher.com/lesson-store/lesson-services-marketing.html
 http://www.degromoboy.com/cs/gap.htm
 http://marketing.about.com/od/brandstrategy/tp/brandstrategydev.htm
Unit 7

New Product Development and Product Life Cycle Strategies

Reference Books

 Christopher K. Bart, “Organising for New Product Development,” Journal ofBusiness

Strategy, July-August 1988.
 Cooper Robert G and Klein Schmidt, New Product: The Key Factors in Success,(AMA,
1990).
 SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Web Links

 http://www.learnmarketing.net/npd.htm
 http://www.knowthis.com/principles-of-marketing-tutorials/managingproducts/
new-product-development-process
 http://www.innovationmanagement.se/2010/10/25/the-need-for-a-
newproductdevelopment-process
 http://www.quickmba.com/marketing/product/life cycle/
Unit 8

Pricing: Understanding and Capturing Customer Value

Reference Books

 Philip Kotler, Marketing Management, Pearson, 2007.

 SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Web Links

 http://marketingteacher.com/lesson-store/lesson-pricing.html
 http://www.netmba.com/marketing/pricing/
 http://tutor2u.net/business/gcse/marketing_pricing_strategies.htm
Unit 9

Managing Marketing Channels

Reference Books

 D. J. Bowersox and M. B. Cooper, Strategic Marketing Channel

Management,McGraw-Hill 1992.
 E. Raymond Corey, Industrial Marketing: Cases and Concepts, Prentice-Hall, 4th
ed.1991.
 SHH Kazmi, Marketing Management – Text and Cases, Excel Books, New Delhi.
 Sumit K. Majumdar and Venkatram Ramaswamy, “Going Direct to Market:
TheInfluence of Exchange Conditions,” Strategic Management Journal, June 1995.

Web Links

 http://tutor2u.net/business/marketing/distribution_introduction.asp
 http://lcm.csa.iisc.ernet.in/scm/supply_chain_intro.html
 www.ehow.com/list_6679006_types-retail-formats-india.html
 http://www.knowthis.com/principles-of-marketing-tutorials/wholesaling/
Unit 10

Integrated Marketing Communications

Reference Books

 Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.

 Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
 Ramphal and Gupta, Case and Simulations in Marketing, Galgotia, Delhi.
 S. Jayachandran, Marketing Management, TMH, 2003.
 Saroj Dutta, Marketing Sense, Excel Books, New Delhi.
 SHH Kazmi, Marketing Management, Excel Books, New Delhi.

Web Links

 www.marketing.about.com; managementhelp.org/mrktng/mrktng.htm
 http://www.multimediamarketing.com/mkc/marketingcommunications/
 http://www.exchange4media.com/viewpoint/viewpoint.asp?view_id=95
 http://www.sales-and-marketing-for-you.com/marketing-communicationprocess.
html
Unit 11

Marketing Communication Tools (Promotion Mix)

Reference Books

 Batra, Aaker and Myers, Advertising Management, Pearson Education

 Kruti shah and Alan D’Souza, Advertisement and Promotions-An IMC Perspective,Tata
McGraw Hill
 Saroj Dutta, Marketing Sense, Excel Books, New Delhi
 SHH Kazmi, Marketing Management, Excel Books, New Delhi

Web Links

 www.davedolak.com/promix.htm
 http://ezinearticles.com/?Advantages-and-Disadvantages-of-
DirectMarketing&id=2560926
 http://marketingteacher.com/lesson-store/lesson-sales-promotion.html
 http://www.ipa.co.uk/Content/The-advertising-process
Unit 12

Sales Management

Reference Books

 Caballero, M.J., Dckinson, R.A., Town Send D, (1984), Aristotle and Personal
Selling,Journal of Personal Selling and Sales Management, 4, 13-27.
 Ingram T.N., LaForge, R.W., Avila, R.A., (2006), Sales Management, 6th Edition,USA;
Thomson South-Western.
 Rajan Saxena, Marketing Management, Tata McGraw Hill, 2002.
 Ramasamy & Namakumari, Marketing Management, Macmillan India, 2002.
 SHH Kazmi, Marketing Management, Excel Books, New Delhi.

Web Links

 www.sellingselling.com/business/attitude.cfm
 www.davedolak.com/psell.htm
 www.marketingteacher.com/lesson-store/lesson-personal-selling.html
 Http://www.ximb.ac.in/ximb/fileadmin/templates/ximb/pdf/selling.pdf
Unit 13

Creating Competitive Advantage

Reference Books

 David Aaker, “Managing Assets and Skills: The Key to Sustainable

CompetitiveAdvantage,” California Management Review, 1989.
 Philip Kotler, Marketing Management, Pearson, 2007.
 SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Web Links

 http://www.isc.hbs.edu/firm-competitve.htm
 www.quickmba.com/strategy/porter.shtml
 http://tutor2u.net/business/strategy/competitive_advantage.htm
 http://www.1000ventures.com/business_guide/market_leader.html
Unit 14

The Global Marketplace

Reference Books

 Philip Kotler, Marketing Management, Pearson, 2007.

 Philip R. Cateora, International Marketing, 9th ed. McGraw-Hill, 1997.
 SHH Kazmi, Marketing Management – Text and Cases, Excel Books.
 V S Ramaswami, S Namakumari, Marketing Management, Macmillan, 2003.

Web Links

 www.fao.org/docrep/W5973E/w5973e02.htm
 http://marketingteacher.com/lesson-store/lesson-international-modes-ofentry.
html
 http://www.exforsys.com/career-center/marketing-management/globalmarketing.
html
Unit 15

Sustainable Marketing

Reference Books

 Eric N. Berkowitz, Roger A. Kerin, Steven W. Hartley, William Rudelius, et al.,5th ed.
“Marketing,” Irwin/MacDraw-Hill, 1997.
 Keith Davis and William C. Frederick, Business and Society: Management,
PublicPolicy, and Ethics, 1984.
 Margaret A. Stroup and Ralph L. Newbert, “The Evolution of SocietalResponsibility,”
Business Horizons, March-April 1987.
 S H H Kazmi, Marketing Management – Text and Cases, Excel Books.

Web Links

 www.wisegeek.com/what-is-business-ethics.htm
 http://www.indiacsr.in/
 http://www.causebecause.com/news-detail.php?NewsID=158
 http://ezinearticles.com/?Ethics-in-Advertising&id=1134642
 http://advertising.about.com/od/ethics/Ethics_in_Advertising_and_Public_Relations
.htm