What Is Marketing?

Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a...
¥14,599 JPY
¥14,599 JPY
SKU: 9781633694804
Product Type: Books
Please hurry! Only 570 left in stock
Author: Harvard Business Review
Format: Hardcover
Language: English
Subtotal: ¥14,599
10 customers are viewing this product
What Is Marketing? by Review, Harvard Business

What Is Marketing?

¥14,599

What Is Marketing?

¥14,599
Author: Harvard Business Review
Format: Hardcover
Language: English

Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company's strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators--and great skill in serving customers profitably.

The book provides the foundation for developing those skills and insights. It's 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. Areas 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

    Timeless yet timely, 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. Simply put, it's required reading for marketing students and a must-have recourse for marketing professionals.



    Author: Harvard Business Review, Alvin J. Silk
    Publisher: Harvard Business Review Press
    Published: 10/01/2006
    Pages: 224
    Binding Type: Hardcover
    Weight: 1.14lbs
    Size: 9.21h x 6.14w x 0.63d
    ISBN: 9781633694804

    About the Author

    Harvard Business Review is the leading destination for smart management thinking. Through its flagship magazine, 13 international licensed editions, books from Harvard Business Review Press, and digital content and tools published on HBR.org, Harvard Business Review provides professionals around the world with rigorous insights and best practices to lead themselves and their organizations more effectively and to make a positive impact.

    Alvin J. Silk, the faculty advisor on this volume, is the Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School. He served as co-chairman of the Marketing Unit and initiated a course in Brand Marketing offered in the second year of the MBA program. Silk has been at HBS since 1989. From 1968-88 he was at the Sloan School of Management, MIT, where he was Erwin Schell Professor of Management and served as Deputy Dean from 1981-87. He was a Visiting Research Associate at the Marketing Science Institute and a Ford Foundation Visiting Professor at the European Institute for Advanced Studies in Management, Brussels.


  • Returns Policy

    You may return most new, unopened items within 30 days of delivery for a full refund. We'll also pay the return shipping costs if the return is a result of our error (you received an incorrect or defective item, etc.).

    You should expect to receive your refund within four weeks of giving your package to the return shipper, however, in many cases you will receive a refund more quickly. This time period includes the transit time for us to receive your return from the shipper (5 to 10 business days), the time it takes us to process your return once we receive it (3 to 5 business days), and the time it takes your bank to process our refund request (5 to 10 business days).

    If you need to return an item, simply login to your account, view the order using the "Complete Orders" link under the My Account menu and click the Return Item(s) button. We'll notify you via e-mail of your refund once we've received and processed the returned item.

    Shipping

    We can ship to virtually any address in the world. Note that there are restrictions on some products, and some products cannot be shipped to international destinations.

    When you place an order, we will estimate shipping and delivery dates for you based on the availability of your items and the shipping options you choose. Depending on the shipping provider you choose, shipping date estimates may appear on the shipping quotes page.

    Please also note that the shipping rates for many items we sell are weight-based. The weight of any such item can be found on its detail page. To reflect the policies of the shipping companies we use, all weights will be rounded up to the next full pound.

    Related Products

    Recently Viewed Products