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What Is Marketing? by Alvin J. Silk and Harvard Business Review (2006, Perfect)
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What Is Marketing?, Paperback by Silk, Alvin J., ISBN 1422104605, ISBN-13 9781422104606, Brand New, Free shipping in the US Featuring contributions by that institution's faculty, this concise guide is organized to follow the design of the first-year marketing course in Harvard Business School's MBA program. Some of the topics discussed include consumer behavior, market segmentation, product policy, optimal pricing, brand valuation, and sales management. Each of nine chapters concludes with some suggestions for further reading. Editor Silk is Emeritus Professor of Business Administration at Harvard Business School. Annotation ©2007 Book News, Inc., Portland, OR ()
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About this product
Product Identifiers
PublisherHarvard Business Review Press
ISBN-101422104605
ISBN-139781422104606
eBay Product ID (ePID)57012513
Product Key Features
Book TitleWhat Is Marketing?
Number of Pages224 Pages
LanguageEnglish
Publication Year2006
TopicMarketing / General
IllustratorYes
GenreBusiness & Economics
AuthorAlvin J. Silk, Harvard Business Review
FormatPerfect
Dimensions
Item Height0.7 in
Item Weight9.8 Oz
Item Length9.3 in
Item Width6.1 in
Additional Product Features
Intended AudienceTrade
LCCN2006-021351
Dewey Edition22
Dewey Decimal658.8
SynopsisSometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company's strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators-and great skill in serving customers profitably. The book provides the foundation for developing those skills and insights. It's organized according to the design of the first-year marketing course in Harvard Business School's MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include: Consumer behavior Business-to-business markets The four P's-product, placement, promotion and price Market segmentation, target market selection, and positioning Unique value propositions The design of new products and services Product line extensions and repositioning of exciting businesses Brand valuation and brand equity Fulfillment and after-sale service Direct, retail, and wholesale distribution channels and networks Marketing communications and promotions Advertising, public relations, and choice of media Pricing for profitability Personal selling and sales management Customer relationship management and customer privacy Customer acquisition, retention, and dismissal Basic math for making marketing decisions Timeless yet timely, this book provides valuable background information for understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simply put, it's required reading for marketing students and a must-have recourse for marketing professionals., Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company's strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators--and great skill in serving customers profitably. The book provides the foundation for developing those skills and insights. It's organized according to the design of the first-year marketing course in Harvard Business School's MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include: Consumer behavior Business-to-business markets The four P's-product, placement, promotion and price Market segmentation, target market selection, and positioning Unique value propositions The design of new products and services Product line extensions and repositioning of exciting businesses Brand valuation and brand equity Fulfillment and after-sale service Direct, retail, and wholesale distribution channels and networks Marketing communications and promotions Advertising, public relations, and choice of media Pricing for profitability Personal selling and sales management Customer relationship management and customer privacy Customer acquisition, retention, and dismissal Basic math for making marketing decisions Timeless yet timely, this book provides valuable background information for understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simply put, it's required reading for marketing students and a must-have recourse for marketing professionals., Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides the foundation for developing those skills and insights.
LC Classification NumberHF5415.W483 2006
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