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Maximising Marketing Effectiveness

Maximising Marketing Effectiveness 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0025-1747
DOI
10.1108/EUM0000000000054
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Management DecisionEmerald Publishing

Published: Feb 1, 1990

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