Detailed study of market segmentation bases including geographic, demographic, psychographic, behavioral segmentation, targeting strategies, positioning concepts with value propositions and brand differentiation.
Comprehensive coverage of new product development stages, idea generation, screening, concept testing, commercialization, consumer adoption process, and innovation characteristics with industry examples.
Complete guide to marketing communications mix, advertising, sales promotion, events, public relations, personal selling, and direct marketing with communication process models and strategies.
Comprehensive analysis of consumer behavior factors including cultural, social, personal influences, psychological processes, buying decision process, and risk factors with practical applications.
In-depth exploration of brand equity models, brand resonance, Aaker model, brand elements selection criteria, and building brand equity with global brand examples and theoretical frameworks.
