CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

The Essence of Marketing
Defi nitions apart, in the words of Prof. P N Thirunarayana of IIMB, "Marketing is not a 200 metre dash but a continuing marathon". As author of this lesson, he establishes the primacy of ‘Customer Focus’. He argues that it should be the guiding principle of any organisation. The critical role of marketing and its inseparability from business itself is emphasised. The fi ve P’s of Marketing are subtly introduced. Strategic thinking is illustrated through the celebrated ‘Promise vs Colgate’ case and extended to the Pepsodent battle-fi eld. Social marketing moves out of the 1995 Cancer Classic into VDIS’97. Time does not wither nor custom stale the fundamentals. The author ponders over strategic short-sightedness as enunciated in Theodore Levitt ’s classic, ‘Marketing Myopia’. Fundamentals also include the concept of a portfolio constraint. How critical is it? By customer, you may also mean internal customer, but what about co-products in a portfolio?
MM/M1

25 Mins
28 Mins
50 Pages
Equivalent classroom time: 6hrs