A contemporary discourse on the rapidly changing environment of the world of marketing, this book provides the mantra to transform short-run sales into long-term marketing growth. Starting with the basics of marketing, it takes the reader on a smooth journey to understand various strategies of correct 'decision-making' in the market. 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 Indian marketing arena. The author defines marketing to include all activities associated with identifying the needs of the target customers and making them 'want' the product. Thus, the book redefines the need hierarchy, allowing marketers to look at their technical product as more than one marketing product, and develop a marketing product concept