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.
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