| Description |
1 online resource (xvii, 245 pages) : illustrations. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Response books
|
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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. |
| 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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
| Genre/Form |
Electronic books.
|
|
Electronic books.
|
| Other Form: |
Print version: Venugopal, Pingali, 1958- Marketing management. New Delhi, India ; Thousand Oaks, Calif. : Response Books, 2010 9788132104711 (DLC) 2010032554 (OCoLC)652448012 |
| ISBN |
9788132106173 (electronic book) |
|
8132106172 (electronic book) |
|
9788132104711 (paperback) |
|
8132104714 (paperback) |
|
