ISBN 9788132104711,Marketing Management : A Decision-making Approach

Marketing Management : A Decision-making Approach

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ISBN 9788132104711
Publisher

SAGE Publications Ltd

Publication Year 2010
ISBN-13

ISBN 9788132104711

ISBN-10 8132104714
Binding

Paperback

Number of Pages 260 Pages
Language (English)
Subject

Management

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'. Product Description Review 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) About the Author Pingali Venugopal, Associate Director, XLRI, Center for Global Management and Responsible Leadership, and Professor (Marketing), has teaching, industry, consulting, and research experience in the Marketing function in the Indian context for over 33 years. He has done his Post Graduate Programme and Doctorate from the Indian Institute of Management, Ahmedabad. He has been a Marketing Faculty at XLRI, Jamshedpur, since 1994 and the Dean of the Institute from 2004 to 2010. He has also been a Visiting Faculty to leading institutes in India including the Indian Institutes of Management in Ahmedabad, Kolkata, Lucknow, and Indore and international institutes including American University of Armenia and Educatis University Switzerland. He has taught courses such as Marketing Management, Sales and Distribution Management, Agricultural Input Management, and Marketing Research at these institutes. Prior to joining academics, he has worked in Marketing Department of Coromandel Fertilisers and Nagarjuna Fertilisers and Chemicals Ltd for a period of 10 years. While at Coromandel, he was also involved in the launch of their cement brand. Venugopal's research and publication cover different marketing topics, and he has authored seven books covering the areas of marketing and Indian economy. His books Sales and Distribution Management: An Indian Perspective and Marketing Management: A Decision Making Approach have been adopted as texts in several business schools including the Indian Institutes of Management. On the invitation of Government of India, he prepared the report on Input Management, State of Indian Farmer--A Millennium study wherein he evaluated the impact of the policy measures on the Indian farmers from Independence to 2000. After the formation of Jharkhand, he was part of the steering committee of the Jharkhand Development Report prepared for the Planning Commission. As part of the report he also prepared the agricultural plan for the newly formed state. He is on the Board of Tata Metaliks, Advisor to Kerzon Consultants, and on the Academic Committee of National Institute like National Institute of Agricultural Extension Management, Hyderabad and National Institute of Technology, Jamshedpur. He has also been involved as an expert for programs conducted by some agri-business companies such as Zuari, UPL, and PI industries.
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