The 20 PS of Marketing

"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 characterised by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethical issues. 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 Hagen Daz 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"--

Vorwort
UK companies spend £44 billion on direct marketing activities every year, and marketing remains an essential function for businesses of all sizes.

Autorentext

David Pearson is the author of The Dawn Before Christmas. Being a father to two curious sidekicks means he spends a lot of his time inventing stories to keep them entertained. He lives in Manchester with his wife and two daughters, and when he is not inventing stories or games, he works as an NHS accountant. Obviously, his favourite day of the year is Christmas Day!

Zusammenfassung
A fresh look at the current marketing landscape and the fundamental skills marketers must master to succeed.

Inhalt

Foreword, by Sir Paul Judge Acknowledgements

Introduction

PART ONE Core01 Product Product development Quality Portfolio management Product comparisons Summary02 Price The Gillette razor business model Air travel Market segmentation Price points 'Free' Products Summary03 Place History of distribution Importance of location Sales management Account management Category management Selective distribution Franchising arrangements Trade shows Summary04 Promotion History of advertising Does advertising work? How does advertising work? Below the line Above the line versus below the line Summary05 Packaging Function History of Packaging Packaging of identity Logo Livery Packages as business model SummaryPART TWO Actions06 Planning Managing by objectives Features of a good marketing Plan The corporate vision Strategic management Portfolio management Project management Forecasts Contingency Plans Summary07 Persuasion Mutuality of interest Persuasion of colleagues Public speaking Persuasion of end users Psychology in marketing Summary08 Publicity (public relations) Definition of Public relations The press release The Companies Act 2006 Bad Publicity Sponsorship Corporate social responsibility Charity New media Reputation management Summary09 Push-Pull Shelf life Product life cycle Supply and demand The importance of scarcity Summary10 Positioning Product Positioning process Defining the market Repositioning a company The 22 immutable laws of marketing Unique selling Proposition Copywriting Advertising slogans SummaryPART THREE Measurements11 Profit Increase turnover Increase Prices Reduce costs The relationship between marketing and finance Profit impact of market strategy Lanchester's laws The Profit zone Corporate social responsibility Mutuals Charities Not-for-Profit companies Summary12 Productivity Zero-based Planning Decision making New Product development Lessons from engineering Measuring outputs Personal Productivity Summary13 Partnership Benefits of business Partnering Mergers and acquisitions (M&A) Alliances Summary14 Power Power brands Lessons from the military Intellectual property Legal restrictions Cultural risks Retailer Power Consumer Power Market-derived Power Summary15 Perception Personality endorsement Conor Dignam on Perception Problems of Perception The law of Perception The psychology of Perception Corporate branding Perception management SummaryPART FOUR Behaviours16 People Recruitment Assessment Training and development Team building Management Leadership The skills of marketing The 10 types of marketer Summary17 Positiveness Persistence Responsibility Motivation Positive thinking Negativity Advertising slogans Positiveness in social networks Conclusion Summary18 Professionalism Professionalism in sport Professionalism in business Summary19 Passion Summary20 Personality Corporate Personality Brand Personality Consumer Personality SummaryConclusionReferences Further Reading Index