CiNii Books - The 20 Ps of marketing : a complete guide to marketing strategy

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.

Table of Contents

Chapter - 00: Introduction
Section - ONE: Core
Chapter - 01: Product
Chapter - 02: Price
Chapter - 03: Place
Chapter - 04: Promotion
Chapter - 05: Packaging
Section - TWO: Actions
Chapter - 06: Planning
Chapter - 07: Persuasion
Chapter - 08: Publicity (public relations)
Chapter - 09: Push-Pull
Chapter - 10: Positioning
Section - THREE: Measurements
Chapter - 11: Profit
Chapter - 12: Productivity
Chapter - 13: Partnership
Chapter - 14: Power
Chapter - 15: Perception
Section - FOUR: Behaviours
Chapter - 16: People
Chapter - 17: Positiveness
Chapter - 18: Professionalism
Chapter - 19: Passion
Chapter - 20: Personality

by "Nielsen BookData"

The 20 Ps of marketing : a complete guide to marketing strategy

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