Marketing is a subject for business people as they have to understand human requirements. People needs are met by businessmen through their marketing efforts. Marketing is an understanding of customer and seeking response from prospect. Customers are targeted and grouped. Values to the customers are created and communicated as the subject is both art and science. Right product for right customer is the main focus of business. Marketing enables the business man. Competitive price for a product needs proper marketing communication.

Marketing mix decisions

1. Product
2. Promotion
3. Price
4. Place

Product, Price and Place correspond with customer, cost and convenience. The components of the mix get promoted through communication. Marketing activity is carried on with other activity to give value and benefit for customer. The characteristics of market stress the importance of market mix elements for customer. Product is about its condition of use. Pricing attracts people. The distribution requires planning for different customers. Marketing communication takes into account social and behavioral aspects of consumers. Different types of communication help in consumers’ interest. Integrated approaches result in using opportunities in a market. Companies move from product to customer to make individual offer. Customization is the main focus. Marketing is the subject matter of all departments in an organization. It gives interest to individual seller. Students and professionals should have managerial orientation with analytical approach. The subject is inter-disciplinary in nature. Student must develop the skill of relating concept with practice.

Marketing strategies and plans are developed by successful marketers. Marketing connects customers and builds brands. Following are the main areas in marketing:

• Customer value
• Customer loyalty and satisfaction
• Buying behavior
• Consumer and business markets
• Market segmentation
• Branding and communication
• Mass and direct marketing
• Personal selling
• Customization
• Globalization
• FMCG, services and Retailing

The issues, concepts, theoretical frame work and discussion in the aforesaid topics are offered with excellent practical guidance. Case studies, research writing, solutions and brain storming exercises on these topics of marketing importance will give marketing insights for the aspiring professionals and students of marketing. Marketing is applicable in various fields. Goods and services are important dimensions. The concept differs from selling. Marketing starts with production of goods and services. Customer service is an essential component.

Guidance will be provided to the students of marketing in writing assignments, theoretical arguments and group exercises. Professionals can get guidance on decision making and analytical thinking.

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