Description

Book Synopsis
This book presents a comprehensive but concise introduction to both the strategic and the operational aspects of marketing and provides the reader with a thorough understanding of the key principles.

Table of Contents
1. Marketing: An Overview.

2. Marketing Strategy and Planning.

3. Information for Marketing Decisions.

4. Understanding the Marketing Environment.

5. Understanding Buyer Behaviour.

6. Market Segmentation.

7. Market Targeting.

8. Market Positioning.

9. Managing the Marketing Mix.

10. Product Decisions.

11. Pricing Decisions.

12. Promotion Decisions.

13. Place Decisions.

14. Implementing Marketing Strategy.

Suggestions for Further Reading.

References.

Index.

The Marketing Blueprint

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    A Paperback / softback by Christine Ennew

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      Publisher: John Wiley and Sons Ltd
      Publication Date: 30/03/1993
      ISBN13: 9780631187158, 978-0631187158
      ISBN10: 0631187154
      Also in:
      Production and quality control management

      Description

      Book Synopsis
      This book presents a comprehensive but concise introduction to both the strategic and the operational aspects of marketing and provides the reader with a thorough understanding of the key principles.

      Table of Contents
      1. Marketing: An Overview.

      2. Marketing Strategy and Planning.

      3. Information for Marketing Decisions.

      4. Understanding the Marketing Environment.

      5. Understanding Buyer Behaviour.

      6. Market Segmentation.

      7. Market Targeting.

      8. Market Positioning.

      9. Managing the Marketing Mix.

      10. Product Decisions.

      11. Pricing Decisions.

      12. Promotion Decisions.

      13. Place Decisions.

      14. Implementing Marketing Strategy.

      Suggestions for Further Reading.

      References.

      Index.

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