Marketing management [electronic resource] : a decision-making Approach / Pingali Venugopal.

Format:

Book

Author/Creator:

Venugopal, Pingali, 1958-

Series:

Response Books

Response books

Language:

English

Subjects (All):

Marketing--Decision making.

Marketing.

Marketing--Management.

Physical Description:

1 online resource (264 p.)

Place of Publication:

Delhi ; London : Response, 2010.

Language Note:

English

Summary:

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 t

Contents:

Cover; Contents; List of Tables; List of Figures; List of Boxes; Preface; Acknowledgements; 1 - Introduction; Section 1: Understanding the Basics; 2 - Needs, Wants and Need Hierarchy; 3 - Marketing Product; Section 2: Understanding the Market; 4 - Marketing Environment; 5 - SWOT Analysis; 6 - Purchase Process; 7 - Competitive Advantage; Section 3: The Decision-making; 8 - Segmentation and Targeting; 9 - Positioning; 10 - Marketing Planning Process; Appendix 1: Indian Consumer; Appendix 2: Country of Origin: A Surrogate for Quality; Appendix 3: Do Consumer Loyalty Programmes Build Loyalty?

ReferencesIndex; About the Author

Notes:

Description based upon print version of record.

ISBN:

93-86042-22-3

1-282-83984-5

9786612839849

81-321-0617-2

OCLC:

669509146