course hack

Marketing Essentials

Ashis Mishra, Indian Institute of Management

5 mins

3 key insights

Visual, audio & text

This edX course discusses the basics of marketing, exploring its definition and fundamentals including segmentation and strategy.


Marketing Essentials

Marketing Essentials

by Ashis Mishra


What comes to your mind when you hear the word 'marketing?' If you pictured a buy-sell transaction, you're missing out on a few of the discipline's key tenets.

Dr. Ashis Mishra is a professor of marketing at the Indian Institute of Management Bangalore, or IIMB. Mishra's research focuses on retail analysis, atmospherics, and consumer behavior. Over the span of his career, he has developed many models and frameworks for marketing-related problems. Mishra's work was published in more than ten reputable scientific journals.

In this edX course from the IIMB, you'll learn the fundamentals of marketing to gain a greater understanding of its many complex mechanisms.

Favorite quote

Thus, we can say that marketing is not only about identifying and meeting human needs and wants but also about being a part of overall development of a society as a whole.

- Indian Institute of Management Bangalore

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