Abstract
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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Notes
Al Rees and Jack Trout, Positioning the Battle for Your Mind, 5th edition, McGraw-Hill, New York, 1986, p. 2.
Robert J. Dolan & Hermann Simon, Power Pricing: How Managing Pricing Transforms the Bottom Line, Free Press, New York, 1997.
Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns, Cairn Books, Chicago, 1984.
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© 1999 IMD — International Institute for Management Development, Lausanne, Switzerland
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Kashani, K., Turpin, D. (1999). Marketing Decisions: The Five ‘Ps’. In: Kashani, K., Turpin, D. (eds) Marketing Management: An International Perspective. International Marketing Series. Palgrave, London. https://doi.org/10.1007/978-1-349-27529-8_2
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DOI: https://doi.org/10.1007/978-1-349-27529-8_2
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