Marketing Management

A Decision-making Approach

by

Subject categories
ISBNs
  • 8132106172
  • 9788132104711
  • 9788132106173
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 to a marketing product by linking to the needs of the target customer. The author also reclassifies the need hierarchy to suit the marketing professionals and introduces the concept of ‘rebel need’.
  • SAGE Publications; September 2010
  • ISBN: 9788132106173
  • Edition: 1
  • Read online, or download in secure PDF format
  • Title: Marketing Management
  • Author: Pingali Venugopal
  • Imprint: Sage Publications Pvt. Ltd
Subject categories
ISBNs
  • 8132106172
  • 9788132104711
  • 9788132106173

In The Press

Starting with the understanding of consumer needs, the book provides the reader on a smooth journey of how to understand the market and develop appropriate strategies. 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 book can be considered as unique as it redefines the need hierarchy to suit the marketing context. The book has all merit to serve as a valuable resource book in marketing area for undergraduate and postgraduate students and a valuable guide for marketing managers in the field.