Marketing Management Notes Unit 1

UNIT 1 Introduction to Marketing

• Nature, Importance and Scope of Marketing, Basic Concepts
• Marketing Philosophies
• Marketing Management Process – An Overview
• Concept of Marketing Mix.
• Understanding Marketing Environment
• Steps in Consumer Decision Making
• Characteristics of Industrial Markets
• Market Segmentation, Target and Positioning
  

Download IPU MM notes for BBA program. MM is taught in the 3rd semester of GGSIPU BBA.