The Marketing Blueprint Business Blueprints
by Ennew, ChristineEdition: 1st
Format: Paperback
Pub. Date: 1993-05-07
Publisher(s): Wiley-Blackwell
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Summary
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 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.
Author Biography
Christine E. Ennew is a Lecturer in Marketing at the School of Management and Finance at the University of Nottingham, UK.
Table of Contents
| Marketing: An Overview | |
| Marketing Strategy and Planning | |
| Information for Marketing Decisions | |
| Understanding the Marketing Environment | |
| Understanding Buyer Behaviour | |
| Market Segmentation | |
| Market Targeting | |
| Market Positioning | |
| Managing the Marketing Mix | |
| Product Decisions | |
| Pricing Decisions | |
| Promotion Decisions | |
| Place Decisions | |
| Implementing Marketing Strategy | |
| Suggestions for Further Reading | |
| References | |
| Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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