000			01881cam a2200289 a 4500
008			060627s2006 maua b 001 0 eng
010			_a 2006021351
020			_a9781422104606
040			_aDLC _cDLC _dDLC
050	0	0	_aHF5415 _b.W483 2006
082	0	0	_a658.8 _222
245	0	0	_aWhat is marketing? / _cAlvin J. Silk content adviser
260			_aBoston, Mass. : _bHarvard Business School Press, _cc2006.
300			_axii, 207 p. : _bill. ; _c24 cm.
490	0		_aWhat is? series
504			_aIncludes bibliographical references and index.
505	0		_aAnalyzing 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.
650		0	_aMarketing
710	2		_aHarvard Business School. _bPress.
035			_a(IMchF)fol11232291
700			_aSilk, Alvin J., _eContent adviser
520			_aThis 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.
005			20170126100532.0
001			58116
003			UOWD
942			_cREGULAR
999			_c24711 _d24711