Research Catalog

Title

Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed.

Author

Luecke, Richard.

Publication

Boston, Mass. : Harvard Business School Press, c2006.

Items in the Library & Off-site

Details

Additional Authors

Harvard Business School.

Description

xviii, 230 p. : ill.; 24 cm.

Series Statement

Harvard business essentials

Uniform Title

Harvard business essentials series.

Alternative Title

Marketer's toolkit

Subjects

• Strategic planning > Handbooks, manuals, etc
• Marketing > Handbooks, manuals, etc

Bibliography (note)

• Includes bibliographical references and index.

Contents

Marketing strategy : how it fits with business strategy -- Creating a marketing plan : an overview -- Market research : listen and learn -- Market customization : segmentation, targeting, and positioning -- Competitor analysis : understand your opponents -- Branding : differentiation that customers value -- The right customers : acquisition, retention, and development -- Developing new products and services : the marketer's role -- Pricing it right : strategies, applications, and pitfalls -- Integrated marketing communications : creativity, consistency, and effective resource allocation -- Interactive marketing : new channel, new challenge -- Marketing across borders : its a big, big world -- The future of marketing : tomorrow's challenges.

Call Number

JBE 06-627

ISBN

1591397626 (alk. paper)

LCCN

• 2005020520
• 9781591397625

OCLC

61151453

Author

Luecke, Richard.

Title

Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed.

Imprint

Boston, Mass. : Harvard Business School Press, c2006.

Series

Harvard business essentials

Harvard business essentials series.

Bibliography

Includes bibliographical references and index.

Connect to:

Table of contents

Added Author

Harvard Business School.

Other Standard Identifier

9781591397625

Research Call Number

JBE 06-627