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The Marketing Blueprint
Business Blueprints

Christine Ennew (Author)

9780631187158, Wiley

Paperback / softback, published 30 March 1993

262 pages
24.3 x 17.3 x 1.9 cm, 0.482 kg

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.

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.

Subject Areas: Business & management [KJ]
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