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What is marketing? / Alvin J. Silk content adviser.

By: Silk, J. Alvin [Content Advisor]Contributor(s): Harvard Business School. PressMaterial type: TextTextLanguage: English Series: What is? seriesPublisher: Boston, Mass. : Harvard Business School Press, c2006Description: xii, 207 p. : ill. ; 24 cmISBN: 9781422104606 (pbk.)Subject(s): Marketing | Business | ბიზნესი | მარკეტინგიDDC classification: 658.8 LOC classification: HF5415 | .W483 2006
Contents:
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.
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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.

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