Global Marketing in India

Contents: Preface. 1. Introduction to marketing. 2. Functions of marketing. 3. Green and cyber marketing. 4. Advertising for marketing. 5. Goals and principles of marketing organisation. 6. Promotional mix. 7. Role of computers in marketing. 8. Agriculture marketing in India. 9. Co-operative marketing. 10. Constraints of international marketing. 11. Export houses for promotion. 12. Marketing mix. 13. Indian and foreign trade. Bibliography.

"Modern concept of marketing is a customer-oriented concept. This concept is based on the assumption that a business and industrial enterprise can achieve its object of maximizing the profits only when it considers the needs and wants of its consumers and it tries for the satisfaction of these and, wants. Therefore, according to this concept, marketing starts with the discovery of needs and wants of consumers and ends with the satisfaction of these needs and wants.

New concept of marketing emphasises upon the satisfaction of consumers. This concept believes that marketing begins and ends with the consumers. It stresses that as business and industrial enterprise stands only for the customers. Satisfaction of consumer needs is the only way of success. This concept is based on earning the profits through the satisfaction of consumers. According to this concept producer must produce what his consumers need; price must be fixed what his consumers can afford; production must be in the quantity what his consumers require; and the goods must be distributed through the channels which are most suited to this consumers." (jacket)