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Marketing Management Book for MBA 2nd Semester Andhra University
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  • Marketing Management Book for MBA 2nd Semester Andhra University
  • Marketing Management Book for MBA 2nd Semester Andhra University

Marketing Management | MBA 2nd Sem | Andhra University

₹250.00
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Buy Latest Marketing Management Book for Mba 2nd Semester in English language specially designed for AU ( Andhra University , Andhra Pradesh) By Thakur publication.

Authors - Tripti Singh Chowdhury & Amit Kumar 

ISBN - 9789382249504

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AndhraUniversity, MBA, Second Semester
Syllabus
(CP 1) MARKETING MANAGEMENT
 
Unit-I
Importance and Scope of Marketing: Concepts of Marketing; Marketing Management Tasks; Marketing Environment; Marketing and Customer Value – Industrial Marketing, Services Marketing, Global Marketing.
 
Unit-II
Marketing Information System and Marketing Research; Consumer Behaviour and Buying Decision Process – Organization Buyer Behaviour – Market Segmentation and Targeting.
 
Unit-III
Development of Marketing Offerings Strategy – New Product Development – Product line and Decisions – Product-mix–Product Differentiation – Product Life Cycle Management - Brand Management – Packaging.
 
Unit-IV
Pricing Strategies and Programs; Setting the Price – Adapting the Price – Initiating Response to Price Changes - Delivering Value: Designing and Managing Value Networks – Channels of Distribution.
 
Unit-V
Communicating Value: Designing and Managing Marketing Communications – Advertising – Direct Marketing and Personal Selling – Sales Promotion – Events and Public Relations and Public Relations: Competitive Marketing Strategies- Emerging Trends in Marketing: Networking Marketing-Viral Marketing-Ambush/Guerilla Marketing-Green Marketing-Direct Marketing etc.
 
Case Study is compulsory in all Units.
 
AU2017/MBA/2/03

Specific References

EAN13
9789382249504
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