Directorate of Distance EducationGuru Jambheshwar University

HISAR-125001

Bachelor of Business Adminis-tration(B.B.A.)

BBA - 203MARKETING MANAGEMENT

CONTENTS

Lesson No. Lesson Name Page No.

1. The Concept, Nature, Scope and importance of 1Marketing, Marketing Management and its evolution

2. Marketing Environment & Marketing Segmentation 22

3. Buyer Behaviour 48

4. Product-Product Concept, Product Classification 78and New Product Development

5. Branding, Packaging and Labeling 107

6. Product Positioning 129

7. Pricing Methods and Strategies 145

8. Distribution Channels and Physical Distribution 171Decisions

9. Channel Management Decisions : Retailing 192and Wholesaling

10. Promotion Decisions 205

11. Personal Selling 223

12. Marketing Organisation and Control 247

13. Export Marketing - Various Decision 267Involved in Process

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