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What Is Marketing? (Hardcover)
Harvard Business Review, Alvin J. Silk
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R1,377
R1,130
Discovery Miles 11 300
Save R247 (18%)
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Ships in 18 - 22 working days
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Sometimes you need more then a one-sentence answer. While the term
marketing generally refers to what a company does to create value
for customers, practicing marketers know they have a major role in
setting their company’s strategic direction. Successful marketing
requires a deep knowledge of customers, competitors, and
collaborators—and great skill in serving customers profitably.
The book provides the foundation for developing those skills and
insights. It’s organized according to the design of the
first-year marketing course in Harvard Business School’s MBA
program. Each chapter was written by HBS faculty and used by MBA
students to analyze marketing opportunities and develop and execute
successful marketing strategies. Areas covered include: Consumer
behaviorBusiness-to-business marketsThe four P’s-product,
placement, promotion and priceMarket segmentation, target market
selection, and positioningUnique value propositionsThe design of
new products and servicesProduct line extensions and repositioning
of exciting businessesBrand valuation and brand equityFulfillment
and after-sale serviceDirect, retail, and wholesale distribution
channels and networksMarketing communications and
promotionsAdvertising, public relations, and choice of mediaPricing
for profitabilityPersonal selling and sales managementCustomer
relationship management and customer privacyCustomer acquisition,
retention, and dismissalBasic math for making marketing decisions
Timeless yet timely, this book provides valuable background
information for understanding and interpreting business and
competition from a marketing point of view. That makes it useful in
both formal and informal educational settings, including on-the-job
training. Simply put, it’s required reading for marketing
students and a must-have recourse for marketing professionals.
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