Chapter 15 - Chapter 15 THE INTEGRATED MARKETING STRATEGY...

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Chapter 11: Strategic Leadership Chapter 15 © Oxford University Press Southern Africa, 2008. All rights reserved. THE INTEGRATED MARKETING STRATEGY
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Chapter 11: Strategic Leadership CHAPTER CONTENT Opening case: Pick ʼn Pay – a retail giant Introduction The marketing concept Marketing strategy during the product life cycle Marketing warfare during the product life cycle Marketing planning and control © Oxford University Press Southern Africa, 2008. All rights reserved.
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Chapter 11: Strategic Leadership THE MARKETING CONCEPT The marketing concept is regarded as the ethical code according to which the marketing task is performed. The principles of the marketing concept are: The principle of profitability The principle of consumer orientation The principle of social responsibility The principle or organisational integration
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Chapter 11: Strategic Leadership THE MARKETING CONCEPT
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Chapter 11: Strategic Leadership THE PRODUCT LIFE CYCLE The product life cycle illustrates the curve
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Chapter 15 - Chapter 15 THE INTEGRATED MARKETING STRATEGY...

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