Marketing Management

Research output: Chapter in Book/Conference proceedingBook Chapter

Abstract

This chapter explains the concepts of the marketing paradigm and the frameworks of marketing strategy and marketing mix. It starts by defining the concept of the customer and asking three key marketing questions: “Who are our customers?” “What do our customers value?” “How can we create value for our customers?” Next, the market analysis framework is discussed, including macroenvironment and microenvironment analysis. Finally, the segmentation-targeting-positioning marketing strategy and marketing mix (i.e., the “4Ps” of production, price, place, and promotion) are introduced and their applications are discussed.
Original languageEnglish
Title of host publicationMedia and Entertainment Industry Management: How to Integrate Business and Management with Creativity and Imagination
Place of PublicationLondon
PublisherRoutledge
ChapterModule III
Number of pages76
ISBN (Electronic)9781003271222
ISBN (Print)9781032221243, 9781032221212
DOIs
Publication statusPublished - 28 Feb 2024

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