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 #
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
Title: The 20 Ps of Marketing
Publisher: Kogan Page Ltd
Book Condition: New
Book Description Book Condition: Good. This item is in good condition. All pages and covers are readable. There are no stains or tears. Dust jacket is present if applicable. May contain small amounts of writing and/or highlighting. Spine and cover may show signs of wear. May not contain supplementary items such as CD's or DVD's. We ship within 1 business day. Bookseller Inventory # 34FG1M000RQA_ns
Book Description Kogan Page, 2014. Paperback. Book Condition: Acceptable. Writing present. Item is intact, but may show shelf wear. Pages may include notes and highlighting. May or may not include supplemental or companion material. Access codes may or may not work. Connecting readers since 1972. Customer service is our top priority. Bookseller Inventory # mon0001210031
Book Description Book Condition: VeryGood. Normal wear and tear to cover and pages. Bookseller Inventory # 314DWN000A59
Book Description Book Condition: VeryGood. Normal wear and tear to cover and pages. Bookseller Inventory # 314DWN000A5A
Book Description Kogan Page. PAPERBACK. Book Condition: Fine. 0749471069 Clean and Unmarked Copy. Bookseller Inventory # TRD000098774
Book Description Kogan Page 2014-01-28, 2014. Paperback. Book Condition: Fair. 0749471069 We guarantee all of our items - customer service and satisfaction are our top priorities. Please allow 4 - 14 business days for Standard shipping, within the US. Bookseller Inventory # POTM-0749471069
Book Description Kogan Page Ltd, 2013. PAP. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # F6-9780749471064
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
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
Book Description Kogan Page, 2017. Paperback. Book Condition: New. Never used! This item is printed on demand. Bookseller Inventory # 0749471069