What Is Marketing?

Autor:HBSP;

Categoría:Otros

ISBN: 9781422104606

Editorial McGraw-Hill nos ofrece What Is Marketing? , disponible en nuestra tienda desde el 01 de Diciembre del 2006. Disfruta del placer de la lectura con esta novedad, y culturizate al mismo tiempo que te diviertes. Este libro cuenta con un total de 256 páginas (0).

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Argumento de What Is Marketing?

This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is based on materials written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.0Areas covered include:

Consumer behavior
Business-to-business markets
The four P¿s-product, placement, promotion and price
Market segmentation, target market selection, and positioning
Unique value propositions
The design of new products and services
Product line extensions and repositioning of exciting businesses
Brand valuation and brand equity
Fulfillment and after-sale service
Direct, retail, and wholesale distribution channels and networks
Marketing communications and promotions
Advertising, public relations, and choice of media
Pricing for profitability
Personal selling and sales management
Customer relationship management and customer privacy
Customer acquisition, retention, and dismissal
Basic math for making marketing decisions