| 000 -LEADER |
|---|
| fixed length control field |
01881cam a2200289 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
060627s2006 maua b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2006021351 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781422104606 |
| CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415 |
| Item number |
.W483 2006 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Edition number |
22 |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(IMchF)fol11232291 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126100532.0 |
| CONTROL NUMBER |
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| control field |
58116 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| TITLE STATEMENT |
|---|
| Title |
What is marketing? / |
| Statement of responsibility, etc |
Alvin J. Silk content adviser |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Boston, Mass. : |
| Name of publisher, distributor, etc |
Harvard Business School Press, |
| Date of publication, distribution, etc |
c2006. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 207 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| SERIES STATEMENT |
|---|
| Series statement |
What is? series |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Analyzing marketing opportunities. Marketing strategy -- Appendix to chapter 1, Basic marketing mathematics -- Understanding consumer behavior -- Understanding business customers -- Developing marketing strategies. Market segmentation, target market selection, and positioning -- Product policy -- Appendix to chapter 5, Brand valuation -- Going to market -- Marketing communications and promotions -- Optimal pricing -- Implementing marketing strategies. Personal selling and sales management -- Managing customers. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
Harvard Business School. |
| Subordinate unit |
Press. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Silk, Alvin J., |
| Relator term |
Content adviser |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |