What is marketing? /
What is marketing? /
Alvin J. Silk content adviser.
- Boston, Mass. : Harvard Business School Press, c2006.
- xii, 207 p. : ill. ; 24 cm.
- What is? series .
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.
9781422104606 (pbk.)
2006021351
Marketing.
HF5415 / .W483 2006
658.8 / 39803
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.
9781422104606 (pbk.)
2006021351
Marketing.
HF5415 / .W483 2006
658.8 / 39803
