1 option
What is marketing? / Alvin J. Silk content adviser.
Lippincott Library HF5415 .W483 2006
Available
- Format:
- Book
- Series:
- What is? research methods series
- What is ? series
- Language:
- English
- Subjects (All):
- Marketing.
- Physical Description:
- xii, 207 pages : illustrations ; 24 cm.
- Place of Publication:
- Boston, Mass. : Harvard Business School Press, [2006]
- Summary:
- 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.
- Contents:
- 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.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 9781422104606
- 1422104605
- OCLC:
- 70208065
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