TY  - BOOK
AU  - Pingali Venugopal
TI  - Marketing Management: a decision-making approach 
SN  - 9788132104711
U1  - 658.8 P654 M 
PY  - 2010///
CY  - New Delhi, India, Thousand Oaks, Calif.
PB  - Response Books
KW  - Marketing
N1  - 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’; 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
ER  -