PRINCIPLES OF MARKETING
Subject content
Introduction to Marketing
Marketing Environment
Marketing Research
Consumer Behavior
Market Segmentation
Marketing Mix
- Price Decisions
- Product decisions
- Placing Decisions
- Promotion Decisions
Marketing Planning and Control
RERERENCES
Baker, M. J. (1992) Marketing Strategy and Management, 2nd Edt, MacMillan Press, London.
Kibera, F.N. and Waruingi, B.C. (1998). Fundamentals of Marketing, An African Perspective, Kenya Literature Bureau, Nairobi.
Kotler, P.and Amstrong, 2002.Principles of Marketing. Pearson Education, Asia, 9th Edition. Kotler, P. (2000).
Marketing Management: Analysis, Planning and Control, Prentice Hall, New Delhi.
McCarthy, .J. (1981).Basic Marketing: A Managerial Approach, Richard D.Irwin, Homewood.