One Stop Marketing

One Stop Marketing

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Description

Marketing is a key aspect of any organization's success. There is also more to marketing than meets the eye: it is much more than advertising or selling. Rather, it is a whole approach to business, designed to give it direction to ensure continued success and profitability. Using the tried and tested "One Stop A-Z format", "One Stop Marketing" provides a practical introduction to marketing, demystifying the process, explaining individual techniques and demonstrating how the different elements of marketing interrelate. It also relates marketing to the wider context of other business functions and to the outside world of competition, markets and customers. Key themes include: How marketing influences business success (or failure), How planning and organisation form the basis of success, How an appeal is created for products and services, How the individual elements of the marketing mix play their part.show more

Product details

  • Paperback | 250 pages
  • 156 x 234mm | 346g
  • ICSA PUBLISHING LTD
  • London, United Kingdom
  • illustrations, bibliography, notes, checklist
  • 1860720609
  • 9781860720604

Table of contents

advertising; branding; consumerism; customer care; design; direct mail; display and merchandising; internal selling; market research; marketing strategy; media planning; new product development; packaging; press relations; pricing; promotions; sales management; sponsorship; telemarketing; USP and window display.show more