Marketing: A Guide for Professional Marketers (Cambridge Marketing Guides Book 1)

This Guide provides a comprehensive introduction to the key principles, concepts and tools of marketing. It looks at the role of marketing and its relationship with other functions in an organisation, and explains the concepts of market orientation, segmentation, and consumer behaviour in both B2C and B2B contexts. It explains the process of marketing planning and how to prepare an effective Marketing Plan using insight from analysis of the external and internal marketing environment and from market research. Finally, it looks at the Marketing Mix, explaining each of the 7Ps in detail as well as how to use them and how to use the Marketing Mix in different contexts.