Marketing Principles

The Marketing Principles Study Brief goes beyond the basic four P’s of marketing (product, promotion, price, and place) introduced in the Marketing Study Brief. This title offers insight into advanced marketing concepts and principles in a short, easy-to-follow format. A convenient condensed reference, it is intended as quick study tool for students of business, marketing or management as well as business professionals, managers and team leaders. It overviews basic tenets of marketing, zeroing-in on strategic marketing perspectives and need-to-know information about target market, marketing mix and product mix. Real-world examples illustrate environmental factors (microenvironment and macro-environment) that influence marketing plans and decisions. The important role that marketing information and market research play in creating value for customers is discussed. Marketing planning, SWOT Analysis, strategic marketing, and cultural, social, personal and psychological factors that contribute to consumer behavior are key topics. Branding strategies, including brand management and brand equity are included as well as pricing strategies, A review of distribution and marketing channels is enhanced by sections on international marketing and electronic marketing. Recent developments in content marketing and sustainable marketing are discussed as contemporary trends.