What is marketing? /
| Corporate Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston, Mass. :
Harvard Business School Press,
c2006.
|
| Series: | What is? series
|
| Subjects: |
Table of 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.