To achieve a full understanding of the role ofmarketing from plan to profit requires a knowledgeof the basic building blocks. This textbookintroduces the key concepts in the art or scienceof marketing to practising managers.Understanding your customers and consumers,the 4 Ps Product, Place, Price and Promotionprovides the basic tools for effective marketing.Deploying your resources and informing yourmanagerial decision making is dealt with in UnitVII introducing marketing intelligence,competition, budgeting and organisational issues.The logical conclusion of this effort is achievingsales and the particular techniques involved areexplored in the final section.
Management Decision – Emerald Publishing
Published: Feb 1, 1990
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