The
20 Ps of marketing
a complete guide to marketing strategy
Pearson, David
1950-
creator
text
bibliography
enk
2014
monographic
eng
xx, 316 p. : ill. ; 24 cm.
"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"--
David Pearson.
Includes bibliographical references (pages 301-302) and index.
Marketing
Management
Marketing
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Marketing / Direct
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing
HF5415.13 .P36 2014
658.8/02
BUS043000 BUS043010 BUS090010
9780749471064 (pbk.)
0749471069 (pbk.)
9780749471071 (pbk.)
0749471077 (pbk.)
2013033896
DLC
130823
20170126100441.0
57472
eng