Relationships among the components of Marketing Mix: Managing Products; Setting the Right Price; Supply Chain Principles for Marketers, Retailing; Integrated Marketing Communication. Advertising and PR: The effects of marketing on market share and consumers, Institutional advertising vs product advertising, Creative decisions in advertising, Media decisions in advertising, Public Relations; Sales Promotion and Personal Selling: Objectives of personal selling, Tools for consumer sales promotions. Decision Support Systems and Marketing Research: Problem Statement, Developing an Approach, Research Design, Data for Research, Research Analysis and Recommendation. B2B Marketing: What is Business Marketing, Relationship marketing and strategic alliances, Types of Business customers, Business Vs Consumer Markets, Business Purchase Behavior. Customer Relationship Management: Identifying customer relationships, interactions with current customers, capturing customer data, storing and integrating customer data. Identifying the consumer fractions. Social Media Marketing: Social media and integrated marketing communication strategy, Creating and leveraging a social medial campaign, Evaluation and measurement of the social media campaign, Social media tools. Bottom of the Pyramid Marketing: BoP market, Consumption Pattern, why do firms invest in BoP market.