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Maximising Marketing Effectiveness

Management Decision

ISSN: 0025-1747

Article publication date: 1 February 1990

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.

Keywords

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

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited