Marketing Decisions: The Five ‘Ps’

  • Kamran Kashani
  • Dominique Turpin
Part of the International Marketing Series book series


Marketing decisions encompass the key elements of a marketing plan. These decisions concern what is often referred to as the 5 ‘Ps’: Positioning, Product, Price, Place (distribution) and Promotion (communication). These decisions typically deal with the following issues: How should we position our offer? What product line should we consider for our customers? What price should we charge? What is the most effective way to reach our target? Should we go indirect (through distributors) or reach our customers directly? How should we communicate the benefits of our products, through what media?


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    Al Rees and Jack Trout, Positioning the Battle for Your Mind, 5th edition, McGraw-Hill, New York, 1986, p. 2.Google Scholar
  2. 5.
    Robert J. Dolan & Hermann Simon, Power Pricing: How Managing Pricing Transforms the Bottom Line, Free Press, New York, 1997.Google Scholar
  3. 7.
    Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns, Cairn Books, Chicago, 1984.Google Scholar

Copyright information

© IMD — International Institute for Management Development, Lausanne, Switzerland 1999

Authors and Affiliations

  • Kamran Kashani
  • Dominique Turpin

There are no affiliations available

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