The Marketing Blueprint: Business Blueprints

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 strategiesMarket segmentationTargeting, positioning and buyer behaviorThe marketing mixProduction managementPromotion and distributionThe implementation and control of marketing plansIncluding 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.

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.

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

Okładka tylna:
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 strategiesMarket segmentationTargeting, positioning and buyer behaviorThe marketing mixProdu ction managementPromotion and distributionThe implementation and control of marketing plansIncluding 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.