Name: Vipanan Prabhandh
Brand: Atlantic Publishers & Distributors (P) Ltd
SKU: 9788126908158
Price: 385.0 INR
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Vipanan Prabhandh

by P.K. Shah , B.D. Tated

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ISBN13: 9788126908158
Binding: Hardcover
Subject: Business Management
Publisher: Atlantic Publishers & Distributors (P) Ltd
Publisher Imprint: Atlantic
Publication Date: June 26, 2007
Pages: 272
Original Price: INR 550.0
Language: Hindi
Edition: N/A
Item Weight: 480 grams
BISAC Subject(s): General

About The Book

प्रस्तुत पुस्तक के लेखन में यह तथ्य ध्यान में रखा गया है कि विपणन के अध्ययन में अब वैश्विक परिप्रेक्ष्य की प्रासंगिकता महत्त्वपूर्ण बन चुकी है। भारत में गत डेढ़ दशक से आर्थिक सुधारों की प्रक्रिया जारी है। भारतीय अर्थव्यवस्था का उदारीकरण, निजीकरण एवं वैश्वीकरण हो रहा है। भारत की अर्थव्यवस्था और भारतीय कम्पनियां निरन्तर स्वयं को वैश्विक अर्थव्यवस्था एवं वैश्विक बाजार के अनुरूप ढाल रही हैं। यह पुस्तक इसी वास्तविकता को दर्शाती है। इसमें उन सभी विषयों को समाहित किया गया है जिसका ज्ञान एक सुयोग्य विपणन प्रबंधक को होना चाहिए। यह सर्वविदित एवं स्वीकार्य है कि विपणन प्रबंध का महत्त्व हर क्षेत्र एवं उपभोक्ता बाजार में बढ़ रहा है। यही कारण है कि विपणन प्रबंध के क्षेत्र में भी आये दिन नये-नये शोध, अनुसंधान एवं चर्चाएं हो रही हैं। इसके चलते यू.जी.सी. एवं विश्वविद्यालयों की पाठ्यक्रम निर्माण समितियां विपणन प्रबंध के पाठ्यक्रमों को नवीनतम एवं अद्योपांत रूप देने में जुटी हुई हैं। इस पुस्तक की विषय-सामग्री पर यदि दृष्टिपात करें तो पाएंगे कि इसमें विपणन प्रबंध के विभिन्न आयामों को पांच खंडो में विभाजित कर कुल सत्रह अध्यायों में प्रस्तुत किया गया है। विपणन प्रबंध के कार्यों के अलावा इस पुस्तक में विपणन मिश्रण, बाजार विश्लेषण एवं चयन, क्रेता व्यवहार, उत्पाद जीवन चक्र एवं व्यूह रचना, नये उत्पादों के लिए नियोजन, कीमत निर्धारण एवं संवर्द्धनात्मक व्यूह रचना, विज्ञापन, व्यक्तिगत विक्रय, विपणन अनुसंधान और विपणन में उभरते विशिष्ट क्षेत्रों से संबंधित जानकारियों, तथ्यों एवं आंकड़ों को नवीन दृष्टिकोण से प्रस्तुत किया गया है। पुस्तक की सामग्री को अत्यंत सरल एवं बोधगम्यता के साथ प्रस्तुत करने का सकारात्मक प्रयास किया गया है। आशा की जानी चाहिए कि यह पुस्तक विपणन प्रबंध के क्षेत्र में काम करने वाले पेशेवर प्रबंधकों, विक्रयकर्त्ताओं, शोधकर्त्ताओं एवं जिज्ञासु पाठकों के लिये उपयोगी एवं संग्रहणीय साबित होगी।

Table of Contents

खंड-प्रथम-विपणन-प्रक्रिया को समझना

1- विपणन प्रबंध की प्रकृति
2- विपणन मिश्रण
3- बाजार विश्लेष्षण एवं चयन
4- क्रेता व्यवहार

खंड-द्वितीय-उत्पाद का प्रबन्धन

5- उत्पाद की अवधारणा
6- उत्पाद जीवन चक्र
7- उत्पाद व्यूहरचना
8- नये उत्पादों के लिये नियोजन

खंड-तृतीय-वितरण का प्रबन्धन

9- भौतिक वितरण एवं बाजार-संभार तंत्र
10- फुटकर विक्र एवं थोक विक्रय

खंड-चतुर्थ-कीमत-निर्धारण एवं संवर्द्धन

11- कीमत-निर्धारण
12- संवर्द्धनात्मक व्यूहरचना
13- विज्ञापन, विक्र संवर्द्धन एवं प्रचार
14- व्यक्तिगत विक्र और प्रत्यक्ष विपणन

खंड-पांच-विपणन प्रयास का समर्थन व नियन्त्रण

15- विपणन अनुसन्धान
16- विपणन संगठन एवं नियंत्रण
17- विपणन में उभरते विशिष्ष्ट क्षेत्र
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