What is marketing?
By: Alvin J. Silk content adviser.
Contributors: Harvard Business School. Press.
Series: What is? series
Publisher: Harvard Business School Press
Published: 2006
Place of publication: Boston, Mass
Language: eng
Number of pages: 207
ISBN-13: 9781422104606
Subjects: Marketing.
Notes: Includes bibliographical references and index.
Table of contents: title: Analyzing marketing opportunities. Marketing strategy; title: Appendix to chapter 1, Basic marketing mathematics; title: Understanding consumer behavior; title: Understanding business customers; title: Developing marketing strategies. Market segmentation, target market selection, and positioning; title: Product policy; title: Appendix to chapter 5, Brand valuation; title: Going to market; title: Marketing communications and promotions; title: Optimal pricing; title: Implementing marketing strategies. Personal selling and sales management; title: Managing customers.