What is marketing? / Alvin J. Silk content adviser.
Contributor(s): Harvard Business School. Press.
Boston, Mass. : Harvard Business School Press, c2006Description: xii, 207 p. : ill. ; 24 cm.ISBN: 9781422104606 (pbk.).Subject(s): MarketingGenre/Form: Print books.DDC classification: 658.8| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415 .W483 2006 (Browse shelf) | Available | AU0000000001596 |
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.