The 20 Ps of marketing : a complete guide to marketing strategy /
By: Pearson, DavidMaterial type: BookPublisher: London ; Philadelphia : Kogan Page, c2014Description: xx, 316 p. : ill. ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780749471064 (pbk.); 0749471069 (pbk.); 9780749471071 (pbk.); 0749471077 (pbk.)Subject(s): Marketing -- Management | Marketing | BUSINESS & ECONOMICS / Marketing / General | BUSINESS & ECONOMICS / Marketing / Direct | BUSINESS & ECONOMICS / E-Commerce / Internet MarketingDDC classification: 658.8/02
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 PE TW (Browse shelf)||Available||T0027840|
, Shelving location: Main Collection Close shelf browser
|658.802 OS MA Marketing semiotics : signs, strategies, and brand value /||658.802 PA CO Contemporary issues in marketing and consumer behaviour /||658.802 PE SU Sustainable enterprise : a macromarketing approach /||658.802 PE TW The 20 Ps of marketing : a complete guide to marketing strategy /||658.802 PO RO ROI of $ocial media : how to improve the return on your social marketing investment /||658.802 PR ST Strategic marketing : an introduction /||658.802 PR ST Strategic marketing : an introduction /|
Includes bibliographical references (pages 301-302) and index.
"Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterised by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethical issues. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Hagen Daz and Sony, and others, such as Kodak, who got left behind. This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing"-- Provided by publisher.