Research Catalog
What is marketing?
- Title
- What is marketing? / Alvin J. Silk content adviser.
- Publication
- Boston, Mass. : Harvard Business School Press, [2006], ©2006.
Items in the Library & Off-site
Filter by
1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5415 .W483 2006 | Off-site |
Holdings
Details
- Additional Authors
- Harvard Business School. Press.
- Description
- xii, 207 pages : illustrations; 24 cm.
- Summary
- "This book is 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." "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."--BOOK JACKET.
- Series Statement
- What is? series
- Uniform Title
- What is? series.
- Subject
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- 1. Marketing strategy -- 2. Understanding consumer behavior -- 3. Market segmentation, target market selection, and positioning -- 4. Product policy -- 5. Going to market -- 6. Marketing communications and promotions -- 7. Optimal pricing -- 8. Personal selling and sales management -- 9. Managing customers.
- ISBN
- 9781422104606 (pbk.)
- LCCN
- 2006021351
- OCLC
- 70208065
- ocm70208065
- SCSB-9211630
- Owning Institutions
- Columbia University Libraries