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Marketing Communication for New Products

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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Rs. 4,396

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  • Product Description
 

The aim of the current book is to investigate the role of marketing communication in facilitating the introduction of new products and their early acceptance/adoption in the market. The four new products selected are edible grocery items launched in the market since last two years in Pakistan. The data is analyzed by descriptive statistics, correlation and regression analysis. The six variables of marketing communication show positive relationship with the awareness, trier and repeater stages of new products in the market. The advertising and distribution shows strong positive relationship to awareness class with high significance level while coupons and free samples show positive but insignificant results. The trier class is most influenced by distribution and free samples while coupons plays a negligible role. The repurchase intention of the respondents is contributed by distribution, price, advertising and satisfaction with almost high significance level for all four products.The main purpose of this book is to provide empirical evidence for the marketing communication elements which helps for the acceptance of new products in the market in Pakistan.

Product Specifications
SKU :COC15539
AuthorHuma Shakir
LanguageEnglish
BindingPaperback
Number of Pages128
Publishing Year7/24/2012
ISBN978-3659195839
Edition1 st
Book TypeBusiness & management
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-24 00:00:00
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