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999			_c74006 _d74006
020			_a9788132104711
082	0	0	_a658.8 P654 M _b102815
100	1		_aPingali Venugopal
245	1	0	_aMarketing Management : _ba decision-making approach / _cPingali Venugopal.
250			_a1st ed.
260			_aNew Delhi, India ; _aThousand Oaks, Calif. : _bResponse Books, _c2010.
300			_axvii, 245 p. : _bill. ; _c25 cm.
500			_aA 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’.
505	0		_aIntroduction -- 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.
650		0	_aMarketing
942			_cBK