The 20 Ps of Marketing

Pearson, David

Published by Kogan Page Ltd
ISBN 10: 0749471069 / ISBN 13: 9780749471064
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Marketing has changed dramatically since the four classic Ps of the marketing mix were proposed. This book provides a thorough guide to marketers at all levels of the elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Num Pages: 336 pages, black & white illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational; (U) Tertiary Education (US: College). Dimension: 231 x 170 x 19. Weight in Grams: 510. . 2014. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory #

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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 personal experience, others are based on original research; still others on critical insight into some of the problems and opportunities faced by the consumer brands of our time. We learn how some brands change the game, such as Häagen Dazs and the Sony Walkman (both of which the author saw from the inside), and how others, such as Kodak, get left behind.
 
The 20 Ps of Marketing strives to uncover something of lasting value about the long-term truths, the fundamentals of marketing. And it addresses the constant need for innovation, the pressure on budgets, the rise of social media and the sustainability and ethical issues that characterise the current marketing landscape.

Book Description: Expands on the traditional marketing mix of 4 Ps to 20

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Title: The 20 Ps of Marketing
Publisher: Kogan Page Ltd
Book Condition: New

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ISBN 10: 0749471069 ISBN 13: 9780749471064
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Pearson, David
Published by Kogan Page (2014)
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Book Description Kogan Page Ltd, United Kingdom, 2014. Paperback. Book Condition: New. Language: English . Brand New Book. 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 characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. 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 Haagen-Dazs 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. Bookseller Inventory # AA99780749471064

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Book Description Kogan Page 1/28/2014, 2014. Paperback or Softback. Book Condition: New. The 20 PS of Marketing: A Complete Guide to Marketing Strategy. Book. Bookseller Inventory # BBS-9780749471064

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