Harvard business essentials
Subtitle: marketers toolkit : the 10 strategies you need to succeed.
Contributors: Harvard Business School.
Series: Harvard business essentials series
Publisher: Harvard Business School Press
Published: 2006
Place of publication: Boston, Mass
Language: eng
Number of pages: 230
Subjects: Marketing -- Handbooks, manuals, etc.; Strategic planning -- Handbooks, manuals, etc.
Genres: Handbooks, manuals, etc.
Notes: Includes bibliographical references and index.
Table of contents: title: Marketing strategy and how it fits with business strategy; title: Creating a marketing plan : an overview; title: Market research : listen and learn; title: Market customization : segmentation, targeting, and positioning; title: Competitor analysis : understand your opponents; title: Branding : differentiation that customers value; title: The right customers : acquisition, retention, and development; title: New product and service development : the marketers role; title: Pricing it right : strategies, applications, and pitfalls; title: Integrated marketing communications : creativity, consistency, and resource allocation; title: Interactive marketing : new channelnew challenge; title: Marketing across borders : its a big, big world; title: The future of marketing : tomorrows challenge.