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:

Download file	Document name
	Swot Analysis, www.mindtools.com
	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