The 20 Ps of marketing: a complete guide to marketing strategy

pt. 1. Core. 1. Product : Product development ; Quality ; Portfolio management ; Product comparisons

2. Price : The Gillette razor business model ; Air travel ; Market segmentation ; Price points ; "Free" products

3. Place : History of distribution ; Importance of location ; Sales management ; Account management ; Category management ; Selective distribution ; Franchising arrangements ; Trade shows

4. Promotion : History of advertising ; Does advertising work? ; How does advertising work? ; Below the line ; Above the line versus below the line

5. Packaging : Function ; History of packaging ; Packaging of identity ; Logo ; Livery ; Packages as business model

pt. 2. Actions. 6. Planning : Managing by objectives ; Features of a good marketing plan ; The corporate vision ; Strategic management ; Portfolio management ; Project management ; Forecasts ; Contingency plans

7. Persuasion : Mutuality of interest ; Persuasion of colleagues ; Public speaking ; Persuasion of end users ; Psychology in marketing

8. Publicity (public relations) : Definition of public relations ; The press release ; The Companies Act 2006 ; Bad publicity ; Sponsorship ; Corporate social responsibility ; Charity ; New media ; Reputation management

9. Push-pull : Shelf life ; Product life cycle ; Supply and demand ; The importance of scarcity

10. Positioning : Product positioning process ; Defining the market ; Repositioning a company ; The 22 immutable laws of marketing ; Unique selling proposition ; Copywriting ; Advertising slogans

pt. 3. Measurements. 11. Profit : Increase turnover ; Increase prices ; Reduce costs ; The relationship between marketing and finance ; Profit impact of market strategy ; Lanchester's laws ; The profit zone ; Corporate social responsibility ; Mutuals ; Charities ; Not-for-profit companies

12. Productivity : Zero-based planning ; Decision making ; New product development ; Lessons from engineering ; Measuring outputs ; Personal productivity

13. Partnership : Benefits of business partnering ; Mergers and acquisitions (M&A) ; Alliances

14. Power : Power brands ; Lessons from the military ; Intellectual property ; Legal restrictions ; Cultural risks ; Retailer power ; Consumer power ; Market-derived power

15. Perception : Personality endorsement ; Conor Dignam on perception ; Problems of perception ; The law of perception ; The psychology of perception ; Corporate branding ; Perception management

pt. 4. Behaviours. 16. People : Recruitment ; Assessment ; Training and development ; Team building ; Management ; Leadership ; The skills of marketing ; The 10 types of marketer

17. Positiveness : Persistence ; Responsibility ; Motivation ; Positive thinking ; Negativity ; Advertising slogans ; Positiveness in social networks ; 18. Professionalism : Professionalism in sport ; Professionalism in business

19. Passion

20. Personality : Corporate personality ; Brand personality ; Consumer personality.