| Author: | Pingali Venugopal | ISBN: | 9789386042224 |
| Publisher: | SAGE Publications | Publication: | September 9, 2010 |
| Imprint: | Sage Publications Pvt. Ltd | Language: | English |
| Author: | Pingali Venugopal |
| ISBN: | 9789386042224 |
| Publisher: | SAGE Publications |
| Publication: | September 9, 2010 |
| Imprint: | Sage Publications Pvt. Ltd |
| Language: | English |
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’.
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’.
