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|Important Outline of Course |The basic purpose of business is to create customers at a profit to the company. In the |

| |increasingly competitive market where customers have many choices, gaining, retaining, and |

| |enhancing life time values of the customers would depend on the firm’s delivery of superior |

| |value (better than the competitors) to the targeted customers at all times at a profit to |

| |the company. |

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| |Marketing helps in this process of delivering superior value to the customers by |

| |understanding customer needs, understanding competitors and their offerings, selecting the |

| |appropriate customer segment/s, contributing to the designing of appropriate value |

| |propositions to the selected segments of customers, and finally in delivering superior value|

| |to such customer segment/s at a profit to the company. Marketing is therefore the core part |

| |of any business. |

| |Text Book |

|Readings |Marketing Management: A South Asian Perspective : Philip Kotler, Keller, Koshy, Jha |

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