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PAPER - XIII
INDUSTRIAL MARKETING
COURSE CODE: 36 PAPER CODE: H3030
UNIT-I
Introduction to Industrial Markets - Industrial Marketing System, Concepts and Characteristics - Types of Industrial Markets - Industrial Buyer Behaviour.
UNIT-II
Strategic Industrial Marketing (S.T.P.) - Marketing Information Systems and Marketing Research.
UNIT-III
Classification of Industrial Products and Services - New Product Development and Introduction - Industrial Product Management - Pricing Decisions in Industrial Markets.
UNIT-IV
Formulating Channel Strategies and Physical Distribution decisions - Promotional Strategies for Industrial Goods/ Services.
UNIT - V
Developing Marketing Strategies and Programs for Industrial Goods / Services.
METHODOLOGY
1. Lectures
2. Presentations
3. Case Analysis and Discussions.
REFERENCES
1. Richard M.HiII, Ralph S.Alexander & James S.Cross: INDUSTRIAL MARKETING; All India Traveller Book Seller Publishers and Distributors.
2. Robert R.Reeder, Edward G.Brierty & Betty H.Reeder: INDUSTRIAL MARKETING; Prentice-Hall International, 1987.
RECOMMENDED READING MATERIAL
1. Peter M. Chisnall: STRATEGIC INDUSTRIAL MARKETING; Prentice-Hall International, 1985.
2. Industrial Marketing Cases and Articles from HARVARD BUSINESS REVIEW, JOURNAL OF MARKETING and JOURNAL OF MARKETING RESEARCH.
For more details, visit http://www.pondiuni.org/DDE/mbaIImarket_III.html
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