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Marketing management class lectures_159001930-Marketing-Management-12

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Marketing Management  Unit 12  Unit 12  Promotion Management: Managing Non Personal  Communication Channels  Structure  12.1.  Introduction  12.2.  Integrated marketing communication  12.3.  Communication development process  12.4.  Budget allocation decisions in marketing communications  12.5.  Introduction to advertising  12.6.  Fundamentals of sales promotion  12.7.  Basics of public relations  12.8.  Summary  Terminal questions  Answers to SAQs and TQs  12.1  Introduction  A  good  product  with  better  distribution  and  affordable  price  will  fail  if  its  attributes  are  not  communicated  to  target  customer.  Marketer  should  understand  how  shall  company  develop  and  channelize the communication in effective way. The communication is defined as "Any act by which  one  person gives  to  or  receives from  other  person  information  about  that  person's  needs,  desires,  perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may  involve conventional or  unconventional  signals, may  take  linguistic or  nonlinguistic forms, and  may  occur  through  spoken  or  other  modes."  The  definition  provides  the  general  view  of  all  types  of  communication.  The  definition  can  be  interpreted  in  the  marketing  as  follows  “marketing  c ...
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