Principles of Marketing

Basic marketing concepts and principles considering the major trends and forces impacting marketing in today's high-tech era of customer value and relationships. Strategic marketing planning, segmentation, target marketing and positioning, understanding consumer behavior, new product development and product life cycle strategies and developing the marketing mix. A practical marketing-management approach and a number of real-life examples and stories that show how those basic concepts and principles are put into action in today's modern marketing world with the help of the case studies covered.