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Marketing Communication for New Products

Huma Shakir

ISBN 10: 3659195839 / ISBN 13: 9783659195839
Published by LAP Lambert Academic Publishing
New Condition: New Soft cover
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128 pages. Dimensions: 8.7in. x 5.9in. x 0.3in.The aim of the current book is to investigate the role of marketing communication in facilitating the introduction of new products and their early acceptanceadoption 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783659195839

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Bibliographic Details

Title: Marketing Communication for New Products

Publisher: LAP Lambert Academic Publishing

Binding: Paperback

Book Condition:New

Book Type: Paperback

About this title

Synopsis:

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.

About the Author:

Huma Shakir is a young researcher inthe field of Marketing Communication and a facultymember at COMSATS Institute of InformationTechnology Abbottabad, Pakistan. She has taught several courses of Marketing and Management. Her work havebeen published in several international journals anddaily newspapers of Pakistan. She has an MS degree in HRM

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