A fresh look at the current marketing landscape and the fundamental skills marketers must master to succeed.
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.
Over a 40-year career, David Pearson has helped define marketing strategy, and worked with those at the highest levels at Sony, Procter & Gamble, Mars, Pillsbury and Pentland. He has worked for multinationals, start-ups, himself and, though he has achieved many successes, he has also known failure, and knows what it takes to turn a brand around.
He is the only person in the UK to have received all 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. He served on the editorial board of the Journal of Brand Management from 1993 to 2011.
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