The 20 Ps of Marketing: A Complete Guide to Marketing Strategy

Overview

The 20 Ps of Marketing contains the thinking on which to base sound reactions to the marketing challenges faced by large and small companies today.  Combining elements of the textbook and real world marketing experiences, it is packed with useful information and meditations on the craft of marketing, designed both to structure the reader's thinking and as a springboard to further reflection. As such, the Ps - one to a chapter - are split ...

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The 20 Ps of Marketing: A Complete Guide to Marketing Strategy

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Overview

The 20 Ps of Marketing contains the thinking on which to base sound reactions to the marketing challenges faced by large and small companies today.  Combining elements of the textbook and real world marketing experiences, it is packed with useful information and meditations on the craft of marketing, designed both to structure the reader's thinking and as a springboard to further reflection. As such, the Ps - one to a chapter - are split into distinct categories.
 
The first group contains the core Ps: the original four plus one more: packaging. In some versions this is included in product and it also can be confused with promotion. However, they are distinctive exercises. Group two covers actions that can be taken by product managers: Planning, Persuasion, Publicity, Push-pull and Positioning. Group three looks at how we measure success: Profit, Productivity, Partnership, Power and Perception. The final chapters cover the behaviors of everyone involved: People,  Positive, Professionalism, Passion and Personality   

Strewn within the chapters are numerous case studies. Some are taken from the author's personal experience, others are based on original research; still others on critical insight into some of the problems and opportunities faced by the consumer brands of our time. We learn how some brands change the game, such as Häagen Dazs and the Sony Walkman (both of which the author saw from the inside), and how others, such as Kodak, get left behind.
 
The 20 Ps of Marketing strives to uncover something of lasting value about the long-term truths, the fundamentals of marketing. And it addresses the constant need for innovation, the pressure on budgets, the rise of social media and the sustainability and ethical issues that characterise the current marketing landscape.

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Editorial Reviews

Bartle, Bogle & Hegarty - Sir John Hegarty

"Make sure you read this book. It could be the difference between success and failure."
Former Marketing Director of Mattel, B&Q, Woolworth and WH Smith, and Director G - Stephen Robertson
“A rare man is David: possessed of a remarkable intellect, an insatiable curiosity about customers and a gift for seeing what really matters commercially. I’ve known David for many years as colleague at Mars, Inc., and through the Marketing Society where I was Chairman. Here he has helped us all by grasping the central truths of marketing – never accept that marketing is all about ‘gut feel’ – and vividly demonstrated how this understanding turns into success. His light touch and powerful examples make this the perfect book for practitioner and student alike. Everyone needs to know a marketing guru like David – now you can.”
Former Marketing Director of Comet and Marks and Spencer - Alan McWalter
“A brilliant read from a great marketing practitioner. David tells it as it is. A crystal clear exposé of marketing practice rather than just the theory. A wealth of knowledge and experience distilled into simple rules for application. From the blue chip marketeer to the entrepreneur there is sound advice for everyone."
Co-founder of Oxford Strategic Marketing - Hugh Davidson

“This original yet highly practical book will not only help Marketers do a better job next Monday morning, but also, properly applied, enable them to advance their capabilities over the next five years. David Pearson’s successful experience at a senior management level in consumer goods, hi tech, and business to business, for first rate American, European, and Japanese companies, give him a unique perspective. Those who wonder why Marketers often lack a strong voice in the Boardroom, how they can radically raise their productivity in this digital age, and whether they are following the right priorities, will find the answers in this book. This is a ‘Must Read’ for all Marketers, in companies big and small, especially for ambitious people who wish to move up into senior management. It re-positions and expands the key principles of Marketing in a readable and actionable way.”
Emeritus Professor of Marketing, Cranfield University School of Management - Malcolm McDonald
“David Pearson is one of the most experienced and talented marketing professionals I have ever met. I read and enjoyed every word of this book, which is an absorbing and exciting exposé of marketing best practice. The mini case histories are brilliant and the lessons David Pearson spells out will be of enormous value to practising marketing executives. Students of marketing would also learn a lot about the application of marketing theory. It was great to read such and unusual, interesting and useful book.”
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Product Details

  • ISBN-13: 9780749471064
  • Publisher: Kogan Page, Ltd
  • Publication date: 1/28/2014
  • Pages: 336
  • Sales rank: 1,317,545
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author


David Pearson is an experienced non-executive chairman, director and business advisor, with classical sales and marketing background gained with some of the world's great brand owners and extensive experience of building technology businesses.  He has advised many companies including BP, Bear Stearns, IBM, GlaxoSmithKline, Reuters and Technicolor.
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Table of Contents

Foreword, by Sir Paul Judge
Acknowledgements

Introduction

PART ONE Core

01 Product
Product development
Quality
Portfolio management
Product comparisons
Summary

02 Price
The Gillette razor business model
Air travel
Market segmentation
Price points
‘Free’ Products
Summary

03 Place
History of distribution
Importance of location
Sales management
Account management
Category management
Selective distribution
Franchising arrangements
Trade shows
Summary

04 Promotion
History of advertising
Does advertising work?
How does advertising work?
Below the line
Above the line versus below the line
Summary

05 Packaging
Function
History of Packaging
Packaging of identity
Logo
Livery
Packages as business model
Summary

PART TWO Actions

06 Planning
Managing by objectives
Features of a good marketing Plan
The corporate vision
Strategic management
Portfolio management
Project management
Forecasts
Contingency Plans
Summary

07 Persuasion
Mutuality of interest
Persuasion of colleagues
Public speaking
Persuasion of end users
Psychology in marketing
Summary

08 Publicity (public relations)
Definition of Public relations
The press release
The Companies Act 2006
Bad Publicity
Sponsorship
Corporate social responsibility
Charity
New media
Reputation management
Summary

09 Push-Pull
Shelf life
Product life cycle
Supply and demand
The importance of scarcity
Summary

10 Positioning
Product Positioning process
Defining the market
Repositioning a company
The 22 immutable laws of marketing
Unique selling Proposition
Copywriting
Advertising slogans
Summary

PART THREE Measurements

11 Profit
Increase turnover
Increase Prices
Reduce costs
The relationship between marketing and finance
Profit impact of market strategy
Lanchester’s law
The Profit zone
Corporate social responsibility
Mutuals
Charities
Not-for-Profit companies
Summary

12 Productivity
Zero-based Planning
Decision making
New Product development
Lessons from engineering
Measuring outputs
Personal Productivity
Summary

13 Partnership
Benefits of business Partnering
Mergers and acquisitions (M&A)
Alliances
Summary

14 Power
Power brands
Lessons from the military
Intellectual property
Legal restrictions
Cultural risks
Retailer Power
Consumer Power
Market-derived Power
Summary

15 Perception
Personality endorsement
Conor Dignam on Perception
Problems of Perception
The law of Perception
The psychology of Perception
Corporate branding
Perception management
Summary

PART FOUR Behaviours

16 People
Recruitment
Assessment
Training and development
Team building
Management
Leadership
The skills of marketing
The 10 types of marketer
Summary

17 Positiveness
Persistence
Responsibility
Motivation
Positive thinking
Negativity
Advertising slogans
Positiveness in social networks
Conclusion
Summary

18 Professionalism
Professionalism in sport
Professionalism in business
Summary

19 Passion
Summary

20 Personality
Corporate Personality
Brand Personality
Consumer Personality
Summary

Conclusion

References
Further Reading
Index

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