Marketing Management: A Decision-making Approach (Response Books)

✍ Scribed by Pingali Venugopal

• Publisher: Sage Publications Pvt. Ltd
• Year: 2010
• Tongue: English
• Leaves: 264
• Series: Response Books
• Edition: 1
• Category: Library

✦ Synopsis

A contemporary discourse on the rapidly changing environment of the world of marketing, this book provides the mantra to transform short-run sales into long-term marketing growth. Starting with the basics of marketing, it takes the reader on a smooth journey to understand various strategies of correct decision-making in the market. 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 Indian marketing arena. ? 

✦ Table of Contents

Contents......Page 8
List of Tables......Page 10
List of Figures......Page 12
List of Boxes......Page 14
Preface......Page 16
Acknowledgements......Page 18
1 - Introduction......Page 20
Section 1: Understanding the Basics......Page 28
2 - Needs, Wants and Need Hierarchy......Page 30
3 - Marketing Product......Page 40
Section 2: Understanding the Market......Page 56
4 - Marketing Environment......Page 58
5 - SWOT Analysis......Page 82
6 - Purchase Process......Page 98
7 - Competitive Advantage......Page 130
Section 3: The Decision-making......Page 162
8 - Segmentation and Targeting......Page 164
9 - Positioning......Page 180
10 - Marketing Planning Process......Page 206
Appendix 1: Indian Consumer......Page 224
Appendix 2: Country of Origin: A Surrogate for Quality......Page 228
Appendix 3: Do Consumer Loyalty Programmes Build Loyalty?......Page 232
References......Page 234
Index......Page 248
About the Author......Page 264

✦ Subjects

Маркетинг, реклама, PR;Управление маркетингом;