What is marketing? /
Title By: Harvard Business School. Press | Silk, Alvin J [Content adviser]
Material type:
BookSeries: What is? series.Publisher: Boston, Mass. : Harvard Business School Press, c2006.Description: xii, 207 p. : ill. ; 24 cm.ISBN: 9781422104606Subject(s): MarketingDDC classification: 658.8 | Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 WH AT (Browse shelf) | Available | T0010952 |
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| 658.8 WA PR Principles of marketing an interactive approach / | 658.8 WE PL Place to space : migrating to ebusiness models / | 658.8 WE SO Social marketing : good intentions / | 658.8 WH AT What is marketing? / | 658.8 WI ES Essentials of services marketing / | 658.8 WI FU The fundamentals and practice of marketing / | 658.8 WI SE Services marketing : integrating customer focus across the firm / |
Includes bibliographical references and index.
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.
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.