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Marketing Management
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Marketing Management
A Decision-making Approach

  • Pingali Venugopal - Chairperson, Center for Global Management and Responsible Leadership, XLRI


September 2010 | 260 pages | SAGE Publications Pvt. Ltd
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’. 

 
Preface
 
Introduction
 
I: UNDERSTANDING THE BASICS
 
Needs, wants and Need Hierarchy
 
Marketing Product
 
II: UNDERSTANDING THE MARKET
 
Marketing Environment
 
SWOT Analysis
 
Purchase Process
 
Competitive Advantage: Building Entry Barriers
 
III: THE DECISION-MAKING
 
Segmenting and Targeting
 
Positioning
 
Marketing Planning Process
 
Appendices
 
References
 
Index

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. While doing so 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 market arena…The book has all merit to serve as a valuable resource book in marketing area for undergraduate and postgraduate students and it can also serve as a valuable guide for marketing managers in the field.

Management & Change

This book will serve as a guide to all such marketers and the companies in understanding the Indian market and develop appropriate strategies using decision-making approach to build a sustainable and ever growing customer base. It will help the companies to redefine the need hierarchy to suit the marketing context and to develop marketing product concept rather than technical product and also suggest multilayered positioning strategy for companies to succeed in this extremely competitive market place.

Journal of Marketing & Communication

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.

Management & Change

Marketing Management stars with understanding the needs of the consumer at various levels (like rational, emotional and sensory) and the strategies that should be undertaken to augment the consumer-base for individual products and services. The author states that the marketing activities should start by converting the technical product into a marketing product by linking to the needs of the target consumer.

The Times of India

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ISBN: 9788132104711
$27.99