2.3 MARKETING AND INFORMATION SYSTEMS

UNIT - I

Basic concepts of Marketing: Meaning and Definition of Marketing Management. Marketing Mix, Marketing concept. Market. Market segmentation. Marketing Planning. Marketing Control.

UNIT - II

Marketing Strategy: Target market identification. Concept and decisions, pricing strategy, promotion mix. Advertising decisions and distribution decisions.

UNIT - III

Marketing & Information System: Concept and framework subsystems - Internal recording system. Marketing intelligence system and analytical marketing system.

UNIT - IV

Marketing Research Process: Problem identification hypothesis. Problem situation and choice criterion models. Data needs, sources and methods of gathering data. Sample paln. Measurement and scaling. Errors causes and management. Attitude measurement and scales.

UNIT - V

Analysis- Qualitative and quantitative. Interpretation and report writing. Introduction to Multivariate analysis such as factor analysis.MDS, discriminant and conjoint analysis.

Suggested Readings:

1. KOTLER, PHILIP & ARMSTRONG: Principles of marketing: PHI ltd.

2.TULL, DONALD S & HAWEINS. DEL I: Marketing Research, 6th ed., Macmillan -
pub. Co.Newyork,1993.

3. FREUND,JOHN E: Modern Elementary Statistics;PH;New Jersey, 1984.