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Marketing Management II

This document provides an overview of topics to be covered in a Marketing Management-II course, including differences between products and services, product/service classification, levels of product hierarchy, product line decisions, new product and service development processes, product and service life cycles, branding, brand equity models, branding extensions, and positioning and repositioning. It also lists several suggested textbooks and references on topics like product management, new product development, marketing management, consumer behavior, and services marketing.

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Ishita Rustagi
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281 views2 pages

Marketing Management II

This document provides an overview of topics to be covered in a Marketing Management-II course, including differences between products and services, product/service classification, levels of product hierarchy, product line decisions, new product and service development processes, product and service life cycles, branding, brand equity models, branding extensions, and positioning and repositioning. It also lists several suggested textbooks and references on topics like product management, new product development, marketing management, consumer behavior, and services marketing.

Uploaded by

Ishita Rustagi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Marketing Management-II

Suggestive Coverage:

 Differences between products and services.


 Marketing implications of the differences between products and services.
 Product/Service Classification.
 Levels of Product, Product Hierarchy.
 Product Line Decisions.
 New Product Development Process: Product Failures.
 Service Development Process: Use of Blue Printing.
 Product Life Cycle and Strategies for Different Stages.
 Meaning & Scope of Branding, Brand Element Decisions.
 Brand Equity Models- BAV model, Aaker model, Brand resonance.
 Branding and Brand Extensions.
 Relationship between Positioning / Repositioning and brand equity.

Suggestive Reading:

 Product Management 4th ed / by Lehmann- Delhi: Tata McGraw Hill, 2010.


 Product Management in India 3rd ed / by Ramanuj Mazumdar-Delhi: PHI,
2009.
 New Product Development: From Initial Idea To Product Management / by
Marc A. Annacchino - Elsevier Butterworth-heinemann, 2003.
 Marketing management the millennium 10th edition /by Kotler Philip- Delhi:
PHI,1999.
 Marketing An Introduction 7th ed / by Kotler Philip, Gray and
Armstrong, Pearson education, 2007.
 Marketing management 4th ed / by Rajan Saxena- Delhi: TMH,2009.
 Fundamentals of marketing/ by Stanton William J et al, MGH,1996.
 Marketing Management 2 nd edition /by Tapan. K. Panda,Delhi- Excel
publications, 2008.
 Marketing Management 2nd ed / by Michael R Czinkota ,Vikas
Publication,1996.
 Basic Marketing a Global Marketing Approach ,/by Perrault, William &Mc
Carthy,E Jerome- New Delhi: TMH.
 Marketing Management, Text and Cases/ by Chandrasekar, Tata McGraw Hill,
 Marketing Principles and Perspective, William O Bearden Thomas N Ingram,
Delhi:Tata McGraw Hill.
 Consumer Behaviour in Indian Perspective/ by P C Jain Monika Bhatt,S
Chand,2010
 Marketing Management 2nd ed /by Dominique Raju, Delhi: Tata McGraw Hill,
 Marketing Management, Text and Cases,/by Lal, Delhi: Tata McGraw Hill
 Marketing: The core/by Roger Kenn, Steven Hartley, Delhi: Tata McGraw Hill
 Marketing Management /by Arun Kumar, N Meenakshi, Vikas publications.
 Principles of Marketing: South Asian Perspective 13th ed / by Kotler,
Agnihotri, Haque, Armstrong- Delhi: Pearson,2010.
 Positioning- The battle of your mind 1st ed / by Ries Al & Trout Jack-
Delhi:Tata
McGraw Hill,2003
 Services Marketing Peopletechnology Strategy 6th ed / by Christopher
Lovelock, Jochen Wirtz, Jayanta Chatterjee- Delhi: Pearson, 2010.
 Marketing Management: South Asian perspective 13th ed /by Kotler,
Keller- Delhi: Pearson, 2009.

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