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Marketing Management : A Decision-making Approach, Paperback / softback Book

Marketing Management : A Decision-making Approach Paperback / softback

Paperback / softback

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Description

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’.

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£27.00

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