Tools for marketing and branding


This chapter focuses on the main tool for marketing and branding: marketing mix, BCG charts, SWOT analysis, benchmarking, market researcn and the creation of a branding strategy.

Related documents:

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Swot Analysis,
Kay Kendall, Benchmarking from A to Z : Using Benchmarking to Achieve Improved Process Performance, 1999
Neil H. Borden, The Concept of the Marketing Mix, 1984
Michael G. Harbey, Robert F. Lusch, Branko Cavakarpa, A marketing mix for 21st century, 1999
Boston Consulting Group Matrix

Paul Hague, A practical guide to market research, 2012