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Advanced Marketing Management by D. Renuka Devi

Advanced Marketing Management

by D. Renuka Devi , U. Praveen
Save 12% Save 12%
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Book cover type: Paperback
  • ISBN13: 9786209124365
  • Binding: Paperback
  • Subject: N/A
  • Publisher: LAP Lambert Academic Publishing
  • Publisher Imprint: LAP Lambert Academic Publishing
  • Publication Date:
  • Pages: 104
  • Original Price: GBP 52.98
  • Language: English
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Marketing Management is a foundational text that provides a comprehensive overview of how companies create, deliver, and sustain value for customers in order to achieve business success. It combines strategic thinking with practical applications, offering insights into both classical and modern marketing practices. At its core, marketing is defined as the process of understanding customer needs, creating products and services that satisfy those needs, and building strong customer relationships to capture value in return. The book emphasizes the importance of customer-centric thinking and introduces marketing as both a science and an art. The book also discusses the importance of market segmentation, targeting, and positioning (STP). Segmentation divides the market into distinct groups of buyers with similar needs or behaviors. Targeting involves selecting the most attractive segments to serve, while positioning is about creating a distinct image of the brand or product in the minds of the target audience.

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