Marketing management : a decision-making approach / by Pingali Venugopal.
Material type:
- 9788132104711
- HF 5415.13 .V46 2010
Item type | Current library | Call number | Status | Barcode | |
---|---|---|---|---|---|
Open Shelf | Albukhary International University LEVEL 2 | HF 5415.13 .V46 2010 (Browse shelf(Opens below)) | Available | 1100025265 |
Includes bibliographical references and index.
Introduction -- Understanding the basics -- Needs, wants and need hierarchy -- Marketing product -- Understanding the market -- Marketing environment -- SWOT analysis -- Purchase process -- Competitive advantage : building entry barriers -- The decision-making -- Segmenting and targeting -- Positioning -- Marketing planning process.
A contemporary discourse on how to operate in the rapidly changing environment of the marketplace, this book provides the mantra to build long-term marketing growth. Starting with the understanding of consumer needs, it takes the reader on a smooth journey of how to understand the market and develop appropriate strategies. In doing that, it provides an in-depth analysis of how to build a sustainable customer base in the ever-growing competitiveness and dynamism of the present-day marketing arena. The author states that the marketing activities should start by converting the technical product
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