TY  - JOUR
AB  - 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.
VL  - 28
IS  - 2
SN  - 0025-1747
DO  - 10.1108/EUM0000000000054
UR  - https://doi.org/10.1108/EUM0000000000054
AU  - Wills Gordon
AU  - Kennedy Sherril H.
AU  - Cheese John
AU  - Rushton Angela
PY  - 1990
Y1  - 1990/01/01
TI  - Maximising Marketing Effectiveness
T2  - Management Decision
PB  - MCB UP Ltd
Y2  - 2024/04/23
ER  -