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The 20 Ps of Marketing
Author: David Pearson

ISBN: 9780749471064
Format: Paperback
Number Of Pages: 336
Published: 18 November 2013
Country of Publication: GB
Dimensions (cm): 23.1 x 15.5 x 1.7
Description:


The 20 Ps of Marketing contains the thinking on which to base sound reactions to the marketing challenges faced by large and small companies today. Combining elements of the textbook and real world marketing experiences, it is packed with useful information and meditations on the craft of marketing, designed both to structure the reader's thinking and as a springboard to further reflection. As such, the Ps - one to a chapter - are split into distinct categories.

The first group contains the core Ps: the original four plus one more: packaging. In some versions this is included in product and it also can be confused with promotion. However, they are distinctive exercises. Group two covers actions that can be taken by product managers: Planning, Persuasion, Publicity, Push-pull and Positioning. Group three looks at how we measure success: Profit, Productivity, Partnership, Power and Perception. The final chapters cover the behaviors of everyone involved: People, Positive, Professionalism, Passion and Personality

Strewn within the chapters are numerous case studies. Some are taken from the author's pers...

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