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UNIT I Marketing: Definition, Nature, Scope & Importance, Marketing Management, Core Concepts of Marketing, Selling Concept, Production Concept, Modern Marketing Concept, Social Marketing, Understanding of Consumer Behavior, Purchase Decision Process. UNIT II Segmentation: Concept, Basis of Segmentation, Importance in Marketing; Targeting: Concept Types, Importance; Positioning: Concept, Importance, Brand Positioning, Repositioning. UNIT III Marketing Mix: Product: Product Mix, New Product Development Levels of Product, Product Life Cycle, Branding and Packaging, Distribution: Concept, Importance, Different Types of Distribution Channels etc. UNIT IV Price: Meaning, Objective, Factors Influencing Pricing, Methods of Pricing. Promotion: Promotional Mix, Tools, Objectives, Media Selection & Management UNIT V Marketing Research: Importance, Process and Elementary Knowledge of Information System, Green Marketing, Digital Marketing, Service Marketing
Additional Info
| Author | Pragya Agarwal, Ashutosh Kumar Pandey |
| Publisher | Thakur Publication Pvt. Ltd. |
| Language | English |
| Binding Type | Paper Back |
| Main Category | Commerce & Business |
| Sub Category | Management |
| ISBN13 | 9789357550833 |
| SKU | BK 0201368 |
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