Marketing Management: A Decision-Making Approach

By Pingali Venugopal and Venugopal

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'.

• Format: Paperback
• Language: English
• ISBN: 8132104714
• ISBN13: 9788132104711
• Release Date: October 2010
• Publisher: Sage Publications Pvt. Ltd
• Length: 260 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.6" x 7.4" x 9.7"