The book introduces novel concepts and techniques to teach managers and students effective and innovative ways of marketing in India. The author deals with marketing by introducing the concept of the Value Spiral. It is the first time the idea of the value chain has been improved upon to bring in the concept of a cycle and continuous change within the India market. INDICE: Meta-Marketing Beyond the Four PsValue An IntroductionCustomer Value as a SpiralDefining the Customer's Perceived ValueBuilding a User-USAGE Interface MatrixEncouraging Creative DiscoveryThe Search for New ValueCreativity TechniquesA Behavioural Model of the MarketModelling the Market StructureInsights That Led to Successful InnovationSources of Unconventional LearningDelivering Value through BrandingDelivering Value through Reputation and RelationshipDesigning the Value in Creatively
- ISBN: 978-0-7619-9645-3
- Editorial: SAGE Publications Pvt. Ltd
- Encuadernacion: Cartoné
- Páginas: 280
- Fecha Publicación:
- Nº Volúmenes: 1
- Idioma:
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