Marketing Management and Human Resource Management

Description

The second edition of Marketing Management and Human Resource Management is designed to serve as an undergraduate textbook for B. Com students of Calcutta University. Written in a simple language, the book elucidates theory through several examples.

The book is divided into two modules. The first module deals with Marketing Management. It begins with giving an overview of the nature and importance of Marketing. Following this, the book provides detailed discussions on Consumer Behaviour, Market Segmentation, Product Life Cycle, Pricing Distribution, and Promotion. Recent developments in the field of marketing including social and green marketing have been covered as well.

Module II of the title on Human Resource Management also begins with introducing the concept of HRM along its scope and functions. Subsequent chapters cover Human Resource Planning, Recruitment and Selection, Training and Development, and Performance Appraisal at length.

About the author

Harsh V. Verma is Associate Professor at Faculty of Management Studies (FMS), University of Delhi.
Ekta Duggal is Assistant Professor of Commerce at Motilal Nehru College, University of Delhi.
Uday Kumar Haldar is engaged as Advisor and Strategic Skill Consultant, Skill Consultancy Services, Kolkata; and Chief Editor and Author, Skill Hub Publication, Kolkata.
Juthika Sarkar is engaged as Skill Consultant, Skill Consultancy Services, Kolkata; Proprietor and author of Skill Hub Publication.

Table of contents

1. Introduction to Marketing
2. Consumer Behaviour and Market Segmentation
3. Product
4. Pricing, Distribution Channels, and Physical Distribution
5. Promotion and Recent Developments in Marketing
6. Nature and Scope
7. Human Resource Planning
8. Recruitment and Selection
9. Training and Development
10. Job Evaluation and Performance Appraisal