Marketing management : a decision-making approach /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Venugopal, Pingali, 1958-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New Delhi, India ; Thousand Oaks, Calif. : Response Books, 2010.
Colección:Response books
Temas:
Marketing > Management.
Marketing > Gestion.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Marketing > Management
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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