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...
Основен автор: | Venugopal, Pingali, 1958- |
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Формат: | Електронна книга |
Език: | English |
Публикувано: |
New Delhi, India ; Thousand Oaks, Calif. :
Response Books,
2010.
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Серия: |
Response books
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Предмети: | |
Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=340360 |
Подобни документи: |
Print version::
Marketing management. |
Съдържание:
- 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.