Features
- Cover Type: Paperback with 207 pages
- Published by: Harvard Business School Press October 30, 2006
- Written in: English
- ISBN 10 Number: 1422104605
- ISBN 13 Number: 978-1422104606
-
Book Dimensions:
9.2 x 6 x 0.7 inches
- Weighs: 9.6 ounces
Product Description
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.
Back Cover Copy
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 behavior Business-to-business markets The four P’s-product, placement, promotion and price Market segmentation, target market selection, and positioning Unique value propositions The design of new products and services Product line extensions and repositioning of exciting businesses Brand valuation and brand equity Fulfillment and after-sale service Direct, retail, and wholesale distribution channels and networks Marketing communications and promotions Advertising, public relations, and choice of media Pricing for profitability Personal selling and sales management Customer relationship management and customer privacy Customer acquisition, retention, and dismissal Basic math for making marketing decisions
Timeless yet timely, this book provides valuable background information fro 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. Simple put, it’s required reading for marketing students and a must-have recourse for marketing professionals.
Reader Reviews
This book provides marketing information to non marketing professionals. It outlines the basic process of marketing from understanding buyer behaviors all the way through managing existing customers. It is fairly well written, nicely organized and a very quick read. I recomend this book to anyone who may be considering a marketing career to better understand the role of marketers, any non marketing professional and first year marketing students.
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