What Is Marketing?

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What Is Marketing?

Format:  Paperback,

207 pages

Publisher: Perseus Distribution Services

Publish Date: Oct 2006

ISBN-13: 9781422104606

ISBN-10: 1422104605

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Book Information

The following content was provided by the publisher.
This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.

Specifications

Publisher: Perseus Distribution Services
Publish Date: Oct 2006
ISBN-13: 9781422104606
ISBN-10: 1422104605
Format: Paperback
Number of Pages: 207
Shipping Weight (in pounds): 0.65
Product in Inches (L x W x H): 6.0 x 9.25 x 0.5
Walmart No.: 1422104605

Chapter outline

Marketing strategyp. 3
Understanding consumer behaviorp. 49
Market segmentation, target market selection, and positioningp. 85
Product policyp. 97
Going to marketp. 115
Marketing communications and promotionsp. 133
Optimal pricingp. 149
Personal selling and sales managementp. 169
Managing customersp. 185

Book description

This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.

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