Skip to Content
Manchester Metropolitan University Library
The 20 Ps of marketing: a complete guide to marketing strategy

The 20 Ps of marketing: a complete guide to marketing strategy

Pearson, David J., author

Marketing has changed dramatically since the four classic Ps of the marketing mix were proposed. This book provides a guide to marketers at all levels of the elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; and more. Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed.The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Hagen-Dazs and Sony, and others, such as Kodak, who got left behind.This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing

eBook, Electronic resource, Book. English. Electronic books.
All formats and editions (2)
Published London: KoganPage, 2014

This resource is available electronically from the following locations

Available at Internet.

You can't reserve this item for one of the following reasons:

  • It is available on the shelf at your home library.
  • It is a reference-only item.
  • You have an issue with your library account.

  • Please contact library@mmu.ac.uk for help.

  • Internet – One available in Electronic Resource

    Barcode Shelfmark Loan type Status
    Electronic Resource Reference Available

Details

Statement of responsibility: David Pearson
ISBN: 0749471077, 9780749471071
Note: Includes bibliographical references and index.
Physical Description: xx, 316 pages : illustrations (black and white)
Subject: Marketing Management.; Marketing.; Sales & marketing; Business strategy; Web-marketing; Business and Management.
Reproduction: Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
Other formats: Also available in printed form ISBN 9780749471064