- Massive range of case studies from some of the top companies in the world
- Accessible and well structured content that the reader can dip in and out of
- UK companies spend £44 billion on direct marketing activities every year, and marketing remains an essential function for businesses of all sizes.
The 20 Ps of Marketing
A Complete Guide to Marketing Strategy
A fresh look at the current marketing landscape and the fundamental skills marketers must master to succeed.
Key features at a glance
EAN: 9780749471064
Edition: 1
Published:
Format: 232x155
336 pages
About the book
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 Häagen-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.
About the authors
David Pearson has spent over 40 years defining marketing strategy and has worked for multinationals, start-ups and brands such as Sony, Procter & Gamble, Mars, Pillsbury and Pentland. He is the only person in the UK to have received the following honours: Fellow of the Marketing Society, Fellow of the Royal Society of Arts, Fellow of the Chartered Institute of Marketing, Elected to the Marketing Hall of Fame, Member of the Marketing Group of Great Britain and Liveryman of the Worshipful Company of Marketors.
Make sure you read this book. It could be the difference between success and failure.
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