In an era of innovations, being market oriented would require converting the innovation (a technical product) to a marketing product by developing a "want" for the product by satisfying the "needs" of the CUSTOMER, better than the COMPETITORS and by working within the COMPANY'S CAPABILITIES. With this objective, the book discusses how a single technical product could be developed into different marketing products, catering to different marketing universes, by linking to individual or multiple needs in the buyer's need hierarchy. Understanding the competition at different levels for each marketing product along with the marketing environment for the given marketing universe and integrating it with the SWOT analysis provides the necessary information for making marketing decisions. The marketing decisions aimed at building loyalty/ trust for the brand requires increasing the involvement for the brand along with moving the consumers' evaluation from search to experience to credence attributes. The book provides ready to use frameworks for various concepts.

: List of Tables / List of Figures / List of Boxes / Preface / Acknowledgement / 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: Segmentation and Targeting / Positioning / Marketing Planning Process / Appendixes / References/ Index / About the Author.

Undergraduate Students, Professionals and Researchers