Marketing Management–A Decision-Making Approach

Marketing Management – A Decision-Making Approach is a valuable reference for academicians, marketing educator, advertising practitioners, libraries, and students; this book is comprehensive discourse on how to operate in rapidly changing environment of the marketplace, one can learn mantra for building long-term marketing growth. Author states that marketing activities should start by converting technical product to a marketing product by linking to the need of the target customer. The book suggests marketers to include all activities of marketing like indentifying needs of target customers, making them ‘want’, make the product available at the lowest possible cost, author reclassifies the need hierarchy with an introduction of ‘Rebel Need’ as a new concept.