NEWSLETTER

Marketing Management

BI 634

New

Text Book of Marketing Management

Book ID: 634

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Contents
1.    MARKETING MIX
1.1    Introduction
1.2    Product
1.3    Product Mix
1.4    Product Life Cycle
1.5    Characteristics of different phases
1.6    Characteristics and responses in various phases of PLC
1.7    Utility of PLC concept 
2.    NEW PRODUCT DECISION PROCESS
2.1    Need for new product development  
2.2    Difficulties in new product development 
2.3    Stages of new product development
2.4    Innovation, diffusion and new product adoption
3.    PRICING STRATEGIES
3.1    Importance of pricing
3.2    Factors Influencing Pricing
3.3    Pricing objectives
3.4    Pricing Strategies/ methods 
3.5    Commercial trade Practices 
4.    DISTRIBUTION CHANNELS
4.1    Structure, Functions and Significance of Channels
4.2    Role of Channels
4.3    Designing the Channel System 
5.    PRIMARY PARTICIPANTS OF THE CHANNEL
5.1    Manufacturer Based Channels
5.2    Wholesaler 
5.3    Retailer 
6.    PROMOTION TOOLS
6.1    Introduction
6.2    Distinctive features of each of the promotional tools 
6.3    Advertising  
6.4    Personal Selling 
6.5    Sales Promotion 
6.6    Publicity
6.7    Public Relations

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