Description
This book presents a comprehensive but concise introduction to both the strategic and the operational aspects of marketing and provides the reader with a thorough understanding of the key principles.Topics covered include:The formulation of marketing strategiesMarket segmentationTargeting, positioning and buyer behaviorThe marketing mixProduction managementPromotion and distributionThe implementation and control of marketing plansIncluding brief case studies and examples drawn from European organizations, The Marketing Blueprint is particularly appropriate for MBA and post-experience courses on which students are not marketing specialists but need a comprehensive introduction to the subject. It is also a valuable revision aid for marketing examination students.
