The 20 Ps of marketing : a complete guide to marketing strategy / David Pearson.

By: Material type: TextPublisher: London ; Philadelphia : Kogan Page, 2014Description: xx, 316 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780749471064 (pbk.)
  • 0749471069 (pbk.)
Subject(s): LOC classification:
  • HF 5415.13 .P36 2014
Contents:
pt. 1. Core. 1. Product : Product development ; Quality ; Portfolio management ; Product comparisons -- 2. Price : The Gillette razor business model ; Air travel ; Market segmentation ; Price points ; "Free" products -- 3. Place : History of distribution ; Importance of location ; Sales management ; Account management ; Category management ; Selective distribution ; Franchising arrangements ; Trade shows -- 4. Promotion : History of advertising ; Does advertising work? ; How does advertising work? ; Below the line ; Above the line versus below the line -- 5. Packaging : Function ; History of packaging ; Packaging of identity ; Logo ; Livery ; Packages as business model --
pt. 2. Actions. 6. Planning : Managing by objectives ; Features of a good marketing plan ; The corporate vision ; Strategic management ; Portfolio management ; Project management ; Forecasts ; Contingency plans -- 7. Persuasion : Mutuality of interest ; Persuasion of colleagues ; Public speaking ; Persuasion of end users ; Psychology in marketing -- 8. Publicity (public relations) : Definition of public relations ; The press release ; The Companies Act 2006 ; Bad publicity ; Sponsorship ; Corporate social responsibility ; Charity ; New media ; Reputation management -- 9. Push-pull : Shelf life ; Product life cycle ; Supply and demand ; The importance of scarcity -- 10. Positioning : Product positioning process ; Defining the market ; Repositioning a company ; The 22 immutable laws of marketing ; Unique selling proposition ; Copywriting ; Advertising slogans --
pt. 3. Measurements. 11. Profit : Increase turnover ; Increase prices ; Reduce costs ; The relationship between marketing and finance ; Profit impact of market strategy ; Lanchester's laws ; The profit zone ; Corporate social responsibility ; Mutuals ; Charities ; Not-for-profit companies -- 12. Productivity : Zero-based planning ; Decision making ; New product development ; Lessons from engineering ; Measuring outputs ; Personal productivity -- 13. Partnership : Benefits of business partnering ; Mergers and acquisitions (M&A) ; Alliances -- 14. Power : Power brands ; Lessons from the military ; Intellectual property ; Legal restrictions ; Cultural risks ; Retailer power ; Consumer power ; Market-derived power -- 15. Perception : Personality endorsement ; Conor Dignam on perception ; Problems of perception ; The law of perception ; The psychology of perception ; Corporate branding ; Perception management --
pt. 4. Behaviours. 16. People : Recruitment ; Assessment ; Training and development ; Team building ; Management ; Leadership ; The skills of marketing ; The 10 types of marketer -- 17. Positiveness : Persistence ; Responsibility ; Motivation ; Positive thinking ; Negativity ; Advertising slogans ; Positiveness in social networks ; 18. Professionalism : Professionalism in sport ; Professionalism in business -- 19. Passion -- 20. Personality : Corporate personality ; Brand personality ; Consumer personality.
Summary: "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.
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Book Storms Research Center Main Collection HF 5415.13 .P36 2014 (Browse shelf(Opens below)) Available 98648195

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.

pt. 1. Core. 1. Product : Product development ; Quality ; Portfolio management ; Product comparisons -- 2. Price : The Gillette razor business model ; Air travel ; Market segmentation ; Price points ; "Free" products -- 3. Place : History of distribution ; Importance of location ; Sales management ; Account management ; Category management ; Selective distribution ; Franchising arrangements ; Trade shows -- 4. Promotion : History of advertising ; Does advertising work? ; How does advertising work? ; Below the line ; Above the line versus below the line -- 5. Packaging : Function ; History of packaging ; Packaging of identity ; Logo ; Livery ; Packages as business model --

pt. 2. Actions. 6. Planning : Managing by objectives ; Features of a good marketing plan ; The corporate vision ; Strategic management ; Portfolio management ; Project management ; Forecasts ; Contingency plans -- 7. Persuasion : Mutuality of interest ; Persuasion of colleagues ; Public speaking ; Persuasion of end users ; Psychology in marketing -- 8. Publicity (public relations) : Definition of public relations ; The press release ; The Companies Act 2006 ; Bad publicity ; Sponsorship ; Corporate social responsibility ; Charity ; New media ; Reputation management -- 9. Push-pull : Shelf life ; Product life cycle ; Supply and demand ; The importance of scarcity -- 10. Positioning : Product positioning process ; Defining the market ; Repositioning a company ; The 22 immutable laws of marketing ; Unique selling proposition ; Copywriting ; Advertising slogans --

pt. 3. Measurements. 11. Profit : Increase turnover ; Increase prices ; Reduce costs ; The relationship between marketing and finance ; Profit impact of market strategy ; Lanchester's laws ; The profit zone ; Corporate social responsibility ; Mutuals ; Charities ; Not-for-profit companies -- 12. Productivity : Zero-based planning ; Decision making ; New product development ; Lessons from engineering ; Measuring outputs ; Personal productivity -- 13. Partnership : Benefits of business partnering ; Mergers and acquisitions (M&A) ; Alliances -- 14. Power : Power brands ; Lessons from the military ; Intellectual property ; Legal restrictions ; Cultural risks ; Retailer power ; Consumer power ; Market-derived power -- 15. Perception : Personality endorsement ; Conor Dignam on perception ; Problems of perception ; The law of perception ; The psychology of perception ; Corporate branding ; Perception management --

pt. 4. Behaviours. 16. People : Recruitment ; Assessment ; Training and development ; Team building ; Management ; Leadership ; The skills of marketing ; The 10 types of marketer -- 17. Positiveness : Persistence ; Responsibility ; Motivation ; Positive thinking ; Negativity ; Advertising slogans ; Positiveness in social networks ; 18. Professionalism : Professionalism in sport ; Professionalism in business -- 19. Passion -- 20. Personality : Corporate personality ; Brand personality ; Consumer personality.

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