Maximising Marketing Effectiveness

Abstract

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

Citation

Wills, G., Kennedy, S.H., Cheese, J. and Rushton, A. (1990), "Maximising Marketing Effectiveness", Management Decision, Vol. 28 No. 2. https://doi.org/10.1108/EUM0000000000054