Товарная политика в маркетинге

Kaluzhsky, Mikhail (2012): Товарная политика в маркетинге.

Abstract

The article discusses the features of product policy in marketing. The author analyzes the objectives, functions and structural elements of product policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical implementation of product policy in the Russian context.

• Item Type: MPRA Paper
• English Title: Product Policy in Marketing
• Language: Russian
• Keywords: marketing, marketing mix, product policy, product quality, assortment policy, assortment, product strategy, marketing in Russia, industrial marketing, consumer marketing.
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

References

1. Калужский М.Л. Практический маркетинг: Учебное пособие / М.Л. Калужский. – СПб.: Питер, 2012. – 172 с. – ISBN 978-5-459-01214-9. – Гл. 3.

2. Калужский М.Л. Товарная политика в маркетинге / Консалтинговая компания ООО «ITeam» [Электронный ресурс] – Режим доступа: http://www.iteam.ru/publications/marketing/section_28/article_4492