What Is Marketing? download epub
by Harvard Business Review,Alvin J. Silk
Alvin J. Silk, the faculty advisor on this volume, is the Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School.
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Harvard Business School Press. Author: Alvin J. Silk. This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.
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Author Alvin J. Silk Publisher Harvard Business Press Publication Date 2006-10-01 Section Business & Management
Author Alvin J. Silk Publisher Harvard Business Press Publication Date 2006-10-01 Section Business & Management. Type New Format Paperback ISBN 9781422104606. Each chapter of the book is based on materials written by HBS faculty and used by MBA students in preparation for classroom participation.
Alvin J. Silk is Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School
Alvin J. Silk is Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School. Alvin J.
Improving the practice of management and its impact in a changing world. 9 mins ·. Descriptive logos - ones that include a design or text element about the product a company offers - impact customers' brand perceptions more favorably than non-descriptive ones. Is your logo too simple for its own good? hb. rg. A Study of 597 Logos Shows Which Kind Is Most Effective. 2 hrs ·. Organizational change can be jarring. Focus your attention on the opportunities it might open for you.
What is the market potential? Is it technically feasible? . In reality the design or development of the product or service will continue into subsequent stages as the product or service is refined to the point that is released to the market.
What is the market potential? Is it technically feasible? What are the timescales? . Silk’s most popular book is What Is Marketing?.
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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.
Category: Business & Money
Subcategory: Marketing & Sales
Publisher: Harvard Business Review Press (October 1, 2006)
Pages: 224 pages