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’.
- ISBN10 8132104714
- ISBN13 9788132104711
- Publish Date 4 August 2010 (first published 1 August 2010)
- Publish Status Active
- Publish Country IN
- Imprint SAGE Publications India Pvt Ltd
- Format Paperback
- Pages 260
- Language English
- URL https://uk.sagepub.com/booksProdDesc.nav?prodId=Book235567