The 20 Ps of Marketing: A Complete Guide to Marketing Strategy

3,75 valoración promedio
( 4 valoraciones por Goodreads )
 
9780749471064: The 20 Ps of Marketing: A Complete Guide to Marketing Strategy
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Críticas:

"Make sure you read this book. It could be the difference between success and failure." (Sir John Hegarty, founder, Bartle, Bogle & Hegarty)

"David Pearson is one of the most experienced and talented marketing professionals I have ever met. I read and enjoyed every word of this book, which is an absorbing and exciting exposé of marketing best practice. The mini case histories are brilliant and the lessons David Pearson spells out will be of enormous value to practising marketing executives. Students of marketing would also learn a lot about the application of marketing theory. It was great to read such an unusual, interesting and useful book." (Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc, Emeritus Professor of Marketing, Cranfield University School of Management)

"

This original yet highly practical book will not only help Marketers do a better job next Monday morning, but also, properly applied, enable them to advance their capabilities over the next five years.


David Pearson's successful experience at a senior management level in consumer goods, hi tech, and business to business, for first rate American, European, and Japanese companies, give him a unique perspective.


Those who wonder why Marketers often lack a strong voice in the Boardroom, how they can radically raise their productivity in this digital age, and whether they are following the right priorities, will find the answers in this book. This is a "Must Read" for all Marketers, in companies big and small, especially for ambitious people who wish to move up into senior management. It re-positions and expands the key principles of Marketing in a readable and actionable way.

" (Hugh Davidson, co-founder of Oxford Strategic Marketing, author of "Even More Offensive Marketing" and "The Committed Enterprise")

"A rare man is David: possessed of a remarkable intellect, an insatiable curiosity about customers and a gift for seeing what really matters commercially. I've known David for many years as colleague at Mars, Inc., and through the Marketing Society where I was Chairman. Here he has helped us all by grasping the central truths of marketing - never accept that marketing is all about 'gut feel' - and vividly demonstrated how this understanding turns into success. His light touch and powerful examples make this the perfect book for practitioner and student alike. Everyone needs to know a marketing guru like David - now you can." (Stephen Robertson Former Marketing Director Mattel, B&Q, Woolworth and WH Smith and Director General of the British Retail Consortium.)

"A brilliant read from a great marketing practitioner. David tells it as it is. A crystal clear exposé of marketing practice rather than just the theory. A wealth of knowledge and experience distilled into simple rules for application. From the blue chip marketeer to the entrepreneur there is sound advice for everyone" (Alan McWalter former Marketing Director of Comet and Marks and Spencer)

"This finer gradation of the 4Ps expertly shows superb insights to marketing strategy. Readers are treated to the significant senior experience of the author who masterly uses practice to bring theory to life. A particularly helpful book for marketers charged with developing more effective marketing strategies" (Leslie de Chernatony BSc PhD FCIM FMRS Professor of Brand Marketing)

"The 20 Ps of Marketing" is a very enjoyable read; relaxed, yet practical with plenty of good advice, but not a textbook. Whilst it is full of real life examples and case studies, these are delivered in a flowing, conversational style. Some of these cases may be familiar to the experienced marketing executive, but the book works as a good advisor and reminder to salesmen, customers and aspiring marketors alike: a good read." (Tony Cowling, Life President Taylor Nelson Sofres plc)

"...an interesting and easy read, blending theory and some fascinating history lessons with practical applications. Pearson writes in a light style and the text is peppered with mini case studies drawn from his experience spanning four decades with companies such as Procter & Gamble, Mars, Sony, Pillsbury and Pentland. He writes honestly and openly about his successes and failures with equal measure. ). For students or those embarking on their marketing careers, such a list will be invaluable. For the experienced practitioners it is a powerful reminder that making an impact is a mix of what you do and how you do it." (Kerris Bright, Market Leader)

Reseña del editor:

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.

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Pearson, David
Publicado por Kogan Page 1/28/2014 (2014)
ISBN 10: 0749471069 ISBN 13: 9780749471064
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Descripción Kogan Page 1/28/2014, 2014. Paperback or Softback. Condición: New. The 20 PS of Marketing: A Complete Guide to Marketing Strategy. Book. Nº de ref. del artículo: BBS-9780749471064

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Descripción Kogan Page Ltd, United Kingdom, 2014. Paperback. Condición: New. Language: English . Brand New 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 Haagen-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. Nº de ref. del artículo: AA99780749471064

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6.

David Pearson
Publicado por Kogan Page Ltd, United Kingdom (2014)
ISBN 10: 0749471069 ISBN 13: 9780749471064
Nuevo Paperback Cantidad disponible: 10
Librería
Book Depository International
(London, Reino Unido)
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[?]

Descripción Kogan Page Ltd, United Kingdom, 2014. Paperback. Condición: New. Language: English . Brand New 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 Haagen-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. Nº de ref. del artículo: AA99780749471064

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David Pearson
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Descripción Kogan Page. Paperback. Condición: New. 336 pages. Dimensions: 9.1in. x 6.1in. x 0.8in.The 20 Ps of Marketing contains the thinking on which to base sound reactions to the marketing challenges faced by large and small companies today. Combining elements of the textbook and real world marketing experiences, it is packed with useful information and meditations on the craft of marketing, designed both to structure the readers thinking and as a springboard to further reflection. As such, the Ps - one to a chapter - are split into distinct categories. The first group contains the core Ps: the original four plus one more: packaging. In some versions this is included in product and it also can be confused with promotion. However, they are distinctive exercises. Group two covers actions that can be taken by product managers: Planning, Persuasion, Publicity, Push-pull and Positioning. Group three looks at how we measure success: Profit, Productivity, Partnership, Power and Perception. The final chapters cover the behaviors of everyone involved: People, Positive, Professionalism, Passion and PersonalityStrewn within the chapters are numerous case studies. Some are taken from the authors personal experience, others are based on original research; still others on critical insight into some of the problems and opportunities faced by the consumer brands of our time. We learn how some brands change the game, such as Hagen Dazs and the Sony Walkman (both of which the author saw from the inside), and how others, such as Kodak, get left behind. The 20 Ps of Marketing strives to uncover something of lasting value about the long-term truths, the fundamentals of marketing. And it addresses the constant need for innovation, the pressure on budgets, the rise of social media and the sustainability and ethical issues that characterise the current marketing landscape. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. del artículo: 9780749471064

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Pearson, David
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Descripción Kogan Page, 2014. Paperback. Condición: New. Nº de ref. del artículo: INGM9780749471064

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David Pearson
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Descripción Kogan Page Ltd. Paperback. Condición: New. New copy - Usually dispatched within 2 working days. Nº de ref. del artículo: B9780749471064

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David Pearson
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