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The Marketing Blueprint: Business Blueprints

Paperback

$53.95

The Marketing Blueprint: Business Blueprints

Christine Ennew

ISBN: 978-0-631-18715-8 May 1993 Wiley-Blackwell 264 Pages

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Description

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.