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Book Details

Marketing Management (O.U)

Marketing Management (O.U)

Published by SIA Publishers and Distributors (P) Ltd.

Course Code:MBA I-Sem

Author:SIA PUBLISHERS

University: Osmania University

Regulation:2019

Categories:Management

Format : ico_bookPDF (DRM Protected)

Type :eBook

Rs.115 Rs.59 Rs.49% off

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Description :

SYLLABUS

Unit-I

Basics

Marketing, Market, Marketing Management, Tasks, Philosophies, Marketing Mix-expanded Marketing

Mix, Marketing Program and Marketing Strategy, Managing Marketing Effort, Global Marketing, Marketing

Environment – Company’s Micro and Macro Environment – Interface with other Functional Areas.

Unit-II

Market Segmentation

Levels and Bases for Segmentation, Segmenting Consumer Markets, Business Markets, International Markets,

Market Targeting – Evaluating Market Segments, Selecting Market Segments – Differentiation, Product

Positioning, Positioning Strategies, Demand Measurement and Sales Forecasting Methods, Estimating Current

Future Demand, Competitive Strategies.

Unit-III

Marketing Programme

Decisions Involved in Product, Branding, Packaging, Product Line and Product Mix Decisions, New Product

Development, Product Life Cycle, Pricing, Strategies, Distribution Channels, Channel Management Decisions,

Promotion Mix - Advertising, Sales Promotion, Public Relations, Personal Selling, Online Marketing.

Unit-IV

Consumer Markets

Model of Consumer Behavior, Seven Os Structure, Factors Affecting Consumer Behavior, Stages in the Adoption

Process, Industrial Markets – Characteristics, Industrial Buyer Behavior, Services Markets – Characteristics

and Strategies.

Unit-V

Marketing Organization and Control

Types of Marketing Organization Structures and Factors Affecting Global Marketing Organization, Marketing

Organization Annual Plan Control, Efficiency Control, Profitability Control and Strategic Control, Marketing

Audit.

 

Note : Marketing Management (O.U), MBA I-Sem

Publisher Detail:

Publisher Name: SIA Publishers and Distributors (P) Ltd.

Contact Email Id: msultan@siaedugroup.com

Address:#5-1-911/5, Universal Book Mall, Putli BowliKoti, Hyderabad - 500095Telangana State, India

Url: http://www.universalbooks.com/

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