Концепция «4Р» и планирование маркетинга в кратком и ясном изложении

Kaluzhsky, Mikhail (2012): Концепция «4Р» и планирование маркетинга в кратком и ясном изложении.

Abstract

The article discusses the features of marketing planning through the use of the concept of «4P». The author analyzes the objectives, functions and structural elements of the concept of «4P» as a tool for marketing planning with the promotion of goods in the consumer market. Particular attention is paid to the practical application of the concept of «4P» in Russian conditions.

• Item Type: MPRA Paper
• English Title: The Concept of the "4P" and Marketing planning in a concise and clear Interpretation
• Language: Russian
• Keywords: marketing, marketing mix, concept of «4P», trade policy, price policy, communication policy, marketing strategy, marketing strategy, sales strategy, marketing planning, marketing strategy, marketing plan, marketing program, planning principles in marketing
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

References

1. Калужский М.Л. Практический маркетинг: Учебное пособие / М.Л. Калужский. – СПб.: Питер, 2012. – 172 с. – ISBN 978-5-459-01214-9. – Гл. 1.

2. Калужский М.Л. Концепция «4Р» и планирование маркетинга в кратком и ясном изложении / НП ЦДО «Элитариум» [Электронный ресурс] – Режим доступа: http://www.elitarium.ru/2012/05/24/koncepcija_4p_planirovanie_marketinga.html