Товарная политика в маркетинге

Product Policy in Marketing

Mikhail Kaluzhsky

MPRA Paper from University Library of Munich, Germany

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.

Keywords: marketing; marketing mix; product policy; product quality; assortment policy; assortment; product strategy; marketing in Russia; industrial marketing; consumer marketing. (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2012
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