Modern Marketing Principles and Practices, 4/e

Modern Marketing Principles and Practices, 4/e

Authors : R S N Pillai & Bagavathi

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About the Author

R S N Pillai :-
He was formerly Professor & Head of the Department (Commerce), Anna College, Aramboly (Kanyakumari). He is well-known for his contributions to education. He has to his credit the authorship of several books which include Fundamentals of Advanced Accounting Vol - I & II , Practical Accounting Vol - I & II, Practical Statistics, Management Accounting, Cost Accounting, modern Commercial Correspondence, Principles and Practices of Management, Office Management, Marketing Management to name few.

Bagavathi :-
An accounting educator has made several academic contributions in the field of accounting. She has to her credit co-authorship of several books.

About the Book

The revised and updated edition of the book Modern Marketing caters to the needs of students of marketing to meet the current difficult situations of business. Nine new chapters have been added.


Table of Content

• Market And Marketing • Modern Marketing Concept • Marketing System, Marketing Mix, Marketing Function • Buying, Assembling And Selling • Transportation • Storage And Warehouses • Standardrisation And Grading • Marketing Finanace • Marketing Risk • Marketing Information And Research • Marketing Management • Marketing Strategy And Planning • Marketing Environment • Market Segmentation • Market Targeting And Positioning • Product Planning • Managing The Product Development • Pricing Strategy • Product Related Strategy • Consumer Behaviour • The Indian Consumers • Consumerism • Law Relating To Sale Of Goods • The Promotional Programme • Sales Promotion • Advertising • Personal Selling • Sales Organisation • Sales Force Management • Control Of Sales Force • Sales Forecast • Remuneration To Salesmen • Channels Of Distribution—I • Channels Of Distribution—Ii • Marketing Of Consumer Goods • Marketing Of Industrial Goods • Marketing Of Securities • Marketing Of Agricultural Goods • The Marketing Of Services • Regulated Markets • Organised Markets • Cooperative Marketing • Marketing Control • International Marketing • Rural Marketing • Marketing And Society • E-Business • Total Quality Management • Recent Trend In Marketing.