Marketing management : a decision-making approach /
Venugopal, Pingali, 1958-
Marketing management : a decision-making approach / Pingali Venugopal. - New Delhi : Response Books, 2010. - xvii, 245 p. : ill. ; 24 cm.
Includes bibliographical references (p. 215-228) and index.
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.
9788132104711 (pbk.) RM69.00
Marketing--Decision making.
Marketing--Management.
Marketing management : a decision-making approach / Pingali Venugopal. - New Delhi : Response Books, 2010. - xvii, 245 p. : ill. ; 24 cm.
Includes bibliographical references (p. 215-228) and index.
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.
9788132104711 (pbk.) RM69.00
Marketing--Decision making.
Marketing--Management.