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Table Of Contents

Implications of marketing
The marketing concept
Successful marketing requires:
Marketing management process
Criticisms of marketing planning
Objectives of the marketing plan
The contents and structure of the marketing plan
Cautionary notes for effective planning
Behavioural planning problems
Standard Planning Framework
Marketing Information Systems
Marketing Research
The Marketing Research Process
Terminology of Marketing Research
Marketing Research Techniques
What is MKIS?
The Marketing Environment and Competitor Analysis
SWOT analysis
PEST analysis
Political/legal
Economic Factors
Socio-cultural factors
Technological
Buyer Behaviour
Demographic Factors
The Consumer Buying Process
Types of buyer behaviour
The Buying Decision Process
Organisational Buyer Behaviour
Characteristics of organisational buyer behaviour
Strategic Development
Five stages of the PLC
PLC exercise
New- Product Development Process
Products Decisions
Product and Service Classification System
Pricing Decisions
Pricing strategies
Channel and Distribution Tactics
Channel intermediaries - Wholesalers
Channel intermediaries - Agents
Channel intermediaries - Retailer
Channel intermediaries - Internet
Six basic channel decisions
Selection consideration
Potential Influence Strategies- Frazier and Sheth (1989)
Promotions Decisions
Promotions Mix
The Promotional Message
Execution styles
Media choice?
Promotional objectives
Implementation
Implementation problems
Implementing a programme - an action checklist
Total Quality and Marketing
Activities to establish and build customer relationships
Relationship marketing
Mckinsey 7-S framework
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Marketing Management Full Course

Marketing Management Full Course

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Published by Mohamed Imam
Marketing Management Full Course
Marketing Management Full Course

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Published by: Mohamed Imam on Jan 16, 2009
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08/09/2014

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