Principles of Marketing and E-Commerce: For University of Calcutta and WB State University
This book is designed to expand the reader’s knowledge about an ever-changing market and the dynamic platform of e-commerce. Intended as a core text for the students of B.Com for the University of Calcutta and West Bengal State University, it will enable them to comprehend the fundamentals of marketing and e-commerce, thereby applying those directly to current business scenarios.
Table of Content
PART I: PRINCIPLES OF MARKETING
- Marketing: Adding Value to Customers
- Marketing Environment: An Ever-changing Force
- Segmenting, Targeting and Positioning: Reaching Consumers Efficiently
- Consumer Behaviour: Knowing the Unknown
- Marketing Mix: Blending with Marketing Flavour
- Product Management: Going Beyond Tangibility
- Pricing: Justifying Value of Products
- Promotion: Stimulating Consumers’ Desire
- Distribution Management: Fortifying the Network
- Marketing Information System and Marketing Research: Searching and Shaping
- Retail Management: Serving Customers
PART II: E-COMMERCE
- E-commerce: The New Business Paradigm
- Mobile Commerce (M-commerce):Business at Fingertips
- Forms of E-commerce: Business Models
- E-CRM: Retaining Customers
- E-payment System: A Viable Alternative
- Enterprise Resource Planning: The Journey Begins
- E-supply Chain Management: Monitoring Supply Environment
Bibliography
Model Question Papers
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Salient Features
- Each chapter contains Learning Objectives to help students focus on understanding the specific topic under study
- Includes solved model papers
- Each chapter consists of short- and essay-type questions for active class discussions
- The book will help students clarify their concepts, helping them to gain practical insight as per the current market environment
- Each chapter ends with a Students’ Ready Reckoner, which assists the readers in reviewing what they have read
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