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Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed.

Contributor(s): Harvard Business SchoolMaterial type: TextTextSeries: Harvard business essentials series: Publisher: Boston, Mass. : Harvard Business School Press, c2006Description: xviii, 230 p. : ill. ; 24 cmISBN: 1591397626 (alk. paper); 9781591397625Other title: Marketer's toolkitSubject(s): Marketing -- Handbooks, manuals, etc | Strategic planning -- Handbooks, manuals, etc | მართვაDDC classification: 658.8/02 LOC classification: HF5415 | .H24333 2006Online resources: Table of contents
Contents:
Marketing strategy : how it fits with business strategy -- Creating a marketing plan : an overview -- Market research : listen and learn -- Market customization : segmentation, targeting, and positioning -- Competitor analysis : understand your opponents -- Branding : differentiation that customers value -- The right customers : acquisition, retention, and development -- Developing new products and services : the marketer's role -- Pricing it right : strategies, applications, and pitfalls -- Integrated marketing communications : creativity, consistency, and effective resource allocation -- Interactive marketing : new channel, new challenge -- Marketing across borders : its a big, big world -- The future of marketing : tomorrow's challenges.
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Includes bibliographical references and index.

Marketing strategy : how it fits with business strategy -- Creating a marketing plan : an overview -- Market research : listen and learn -- Market customization : segmentation, targeting, and positioning -- Competitor analysis : understand your opponents -- Branding : differentiation that customers value -- The right customers : acquisition, retention, and development -- Developing new products and services : the marketer's role -- Pricing it right : strategies, applications, and pitfalls -- Integrated marketing communications : creativity, consistency, and effective resource allocation -- Interactive marketing : new channel, new challenge -- Marketing across borders : its a big, big world -- The future of marketing : tomorrow's challenges.

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