The Marketing Blueprint : Business Blueprints

ISBN-13: 9780631187158 / Angielski / Miękka / 1993 / 264 str.

Christine Ennew

Opis

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.

Spis treści

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.

O autorze

Christine E. Ennew is a Lecturer in Marketing at the School of Management and Finance at the University of Nottingham, UK.

Blurb

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.

Topics covered include:

• The formulation of marketing strategies
• Market segmentation
• Targeting, positioning and buyer behavior
• The marketing mix
• Production management
• Promotion and distribution
• The implementation and control of marketing plans

Including brief case studies and examples drawn from European organizations, The Marketing Blueprint is particularly appropriate for MBA and post–experience courses on which students are not marketing specialists but need a comprehensive introduction to the subject. It is also a valuable revision aid for marketing examination students.