The Marketing Blueprint Business Blueprints

This book presents a comprehensive but concise introduction to both the strategic and the operational aspects of marketing and provides the reader with a thorough understanding of the key principles.Topics covered include:- The formulation of marketing strategies- Market segmentation- Targeting, positioning and buyer behavior- The marketing mix- Production management- Promotion and distribution- The implementation and control of marketing plansIncluding brief case studies and examples drawn from European organizations, The Marketing Blueprint is particularly appropriate for MBA and post-experience courses on which students are not marketing specialists but need a comprehensive introduction to the subject. It is also a valuable revision aid for marketing examination students.

Christine E. Ennew is a Lecturer in Marketing at the School of Management and Finance at the University of Nottingham, UK.