Venugopal,pingali
Marketing management: a decision -making approach/
- Los Angeles: Sage, 2010.
- 245p.
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
Marketing--Management
658.8 / VEN/M