The Manager's View

Over the past few months my posts have focused on strategic marketing topics.   I have noticed considerable traffic on some of the topics covered so I thought I would let everyone know on May 15, 2014 my new book, Developing Successful Marketing Strategies , will be available as an e-edition. The print edition will be available on July 1, 2014. The book is structured along the lines that I teach my undergraduate and MBA courses. It is designed to teach individuals from students to business executives the procedures for developing a marketing strategy and tactics and turning it into an actionable plan. Below is an abstract of the book, the table of contents and the preface.   If you find it interesting you can order the e-edition or pre order the print edition at: www.amazon.com/Developing-Successful-Marketing-Strategies-Randazzo-ebook Abstract Developing Successful Marketing Strategies uses real market examples to demonstrate the development ...

A successful marketing effort requires the creation of value for a company, its customers and its collaborators. The only way this value can be created is through the mix of the four marketing Ps. The mix that is successful provides a profit for the company and a product or service that is acceptable to a set of customers. The greatest creation of value to all concerned is based on the optimal value of the 4Ps used in concert.   The Marketing Mix Grid (Grid 1) below provides an approach to identify the optimal marketing mix. MARKETING MIX VALUE GRID – Grid 1 AREA ABOVE AND TO THE RIGHT OF THE DIAGONAL IN GREEN TYPE CREATES VALUE FOR COMPANY, AREA TO THE LEFT AND BELOW OF THE DIAGONAL IN RED TYPE CREATES VALUE FOR CUSTOMERS AND COLLABORATORS. Copyright GWR Research PRICE PLACE PRODUCT PROMOTION PRICE OPTIMAL PRICE 1B. PRICE CHARGED FITS WITH COSTS TO GET PRODUCT TO CUSTOMER LOCATION 2B. PRICE CHARGED PR...