PMB302 MARKETING MANAGEMENT-II Prerequisite(s): MARKETING MANAGEMENT-I Marketing Enablers: Marketing Information System, Marketing Research Marketing Mix:

Branding and Packaging, Managing Services Marketing Response: Dealing with Competition Marketing Decisions: Marketing Decisions Environment, Approach and Tools Customer Value Assessment: Valuing Customers, Customer Value, Satisfaction and Loyalty Marketing Analysis: Segmentation and Targeting, Positioning, New Product Development Recommended Books: 1. Kotler, P., Marketing Management, Prentice Hall (2007) 2. Ramaswamy, V. S. and Kumari, N., Marketing Management-Planning, Implementation and Control, McMillan India (2006) 3. Saxena, R., Marketing Management, Tata McGraw Hill (2003) 4. Lilien, Gary L.; Rangaswamy, Arvind and Bruyn, Arnaud De, Principles of Marketing Engineering, Trafford Publishing (2007) 5. Lilien, Gary L.; Kotler, Philip and Moorthy, K. Sridhar, Marketing Models, PHI (2010)