Marketing management : a decision-making approach /
Pingali Venugopal.
- New Delhi, India ; Thousand Oaks, Calif. : Response Books, 2010.
- xvii, 245 p. : ill. ; 25 cm.
Includes bibliographical references 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.