Könyv Product Management in Post Liberalised India Devashish Das Gupta

Product Management in Post Liberalised India

How Can A Product Be Succesful In An Emerging Market. A Holistic Study of Selected Consumer Durables, Consumer Preferences and Industry Approach

Nyelv: Angol
Kötés: Puha kötésű
Elérhetőség: Kiadói készleten rendelésre
Küldés 17-27 napon belül
28 166 Ft
From an era of limited choice and mediocre after sales service to an era of customized products and...

Információk a könyvről

Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2009
oldal
276
EAN
9783639186123
Enbook ID
06826767
Súly
427
Méretek
150 x 220 x 17

Teljes leírás

From an era of limited choice and mediocre after sales service to an era of customized products and efficient consumer grievance system, Indian consumers have experienced both extremities of market. This research was undertaken with the aim of studying the current market scenario. Product management in the post-liberalized era is a challenging area. Firstly it gives forth the ideology of managing each product separately as strategic business units (SBU) instead of focusing attention on a host of products dealt by the company. Secondly, it deals with marketing specifics of each product separately.Keeping this concept in mind, this research has undertaken to study three consumer durables namely; Colour television, Refrigerator, and Car (small size). The research agenda consisted of determination of important success factors; to study relative significance of various sales promotion schemes; to study present day existence of brand loyalty and the significance of brand image; to study the significance; public relation; to study the present day significance of new product development.

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