Professional Documents
Culture Documents
Session 1
Reading Material
Books
1) Principles of Marketing by Kotler and Armstrong ,
12th edition ( Chapter 6)
2) Industrial Marketing : Analysis, Planning & Control
by Reeder, Brierty & Reeder
3) Industrial Marketing
by Krishna K. Havaldar
4) Industrial Marketing
by Hill, Alexander, Cross
5) Industrial Marketing
by Dr. Milind T. Phadtare
6) Industrial Marketing by Francis Cherunilam
7) Industrial Marketing by Robert Dodge
8) Industrial Marketing by Govindrajan
9) Industrial Marketing : Ghosh
Proquest
while purchasing
Attributes considered for
Purchase Decision making
1) Product attributes : features that add value or
reduce cost, over and above meeting specifications,
example fuel efficiency for a diesel generator.