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.
The author defines marketing to include all activities associated with identifying the needs of the target customers and making them 'want' the product. Thus, the book redefines the need hierarchy, allowing marketers to look at their technical product as more than one marketing product, and develop a marketing product concept.
Table of Contents
|1: UNDERSTANDING THE BASICS: Needs, Wants and Need Hierarchy|
|2: UNDERSTANDING THE MARKET: Marketing Environment|
|Competitive Advantage: Building Entry Barriers|
|3: THE DECISION MAKING: Segmenting and Targeting|
|Positioning / Marketing Planning Process|
This is Prof. Venugopal's THIRD book release for SAGE after
1. Sales and Distribution Management, Response - An Indian Perspective
2. Managing your Sales Force - A Motivational Approach
From XLRI Jamshedpur - News and Latest Updates
Prof P Venugopal is a Post Graduate and Fellow in Management from the Indian Institute of Management, Ahmedabad, is currently the Dean (Academics) and Professor (Marketing) at XLRI, Jamshedpur. He has been a Marketing faculty at XLRI, Jamshedpur, since 1994. He was the Dean (Academics), XLRI during 2004-2010. Prior to his stint at XLRI, Prof. Venugopal held managerial positions for 10 years in the marketing divisions of two agribusiness companies.
Professor Venugopal has authored four books, including “Marketing Channel Management: A Customer Centric Approach” and “Input Management, The State of the Indian Farmer: A Millennium study”, and has also been involved as a consultant with several projects for both the profit and non-profit sectors.