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

The Concept of the "4P" and Marketing planning in a concise and clear Interpretation

Mikhail Kaluzhsky

MPRA Paper from University Library of Munich, Germany

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.

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 (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2012
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