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