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Marketing Management [electronic resource] : A Decision-making Approach.

By: Material type: Computer fileComputer filePublisher number: 9788132104711Series: Response BooksPublication details: New Delhi : SAGE India, 2010.ISBN:
  • 9788132106173
Subject(s): Genre/Form: Additional physical formats: Print version:: Marketing Management : A Decision-making ApproachDDC classification:
  • 658.802
LOC classification:
  • HF5415.13V46 2010
Online resources:
Contents:
Cover; Contents; List of Tables; List of Figures; List of Boxes; Preface; Acknowledgements; 1 - Introduction; Section 1: Understanding the Basics; 2 - Needs, Wants and Need Hierarchy; 3 - Marketing Product; Section 2: Understanding the Market; 4 - Marketing Environment; 5 - SWOT Analysis; 6 - Purchase Process; 7 - Competitive Advantage; Section 3: The Decision-making; 8 - Segmentation and Targeting; 9 - Positioning; 10 - Marketing Planning Process; Appendix 1: Indian Consumer; Appendix 2: Country of Origin: A Surrogate for Quality; Appendix 3: Do Consumer Loyalty Programmes Build Loyalty?
ReferencesIndex; About the Author;
Summary: 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 t
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Contents; List of Tables; List of Figures; List of Boxes; Preface; Acknowledgements; 1 - Introduction; Section 1: Understanding the Basics; 2 - Needs, Wants and Need Hierarchy; 3 - Marketing Product; Section 2: Understanding the Market; 4 - Marketing Environment; 5 - SWOT Analysis; 6 - Purchase Process; 7 - Competitive Advantage; Section 3: The Decision-making; 8 - Segmentation and Targeting; 9 - Positioning; 10 - Marketing Planning Process; Appendix 1: Indian Consumer; Appendix 2: Country of Origin: A Surrogate for Quality; Appendix 3: Do Consumer Loyalty Programmes Build Loyalty?

ReferencesIndex; About the Author;

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 t