What is Marketing?
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Analyzing marketing opportunities. Marketing strategy -- Appendix to chapter 1, Basic marketing mathematics -- Understanding consumer behavior -- Understanding business customers -- Developing marketing strategies. Market segmentation, target market selection, and positioning -- Product policy -- Appendix to chapter 5, Brand valuation -- Going to market -- Marketing communications and promotions -- Optimal pricing -- Implementing marketing strategies. Personal selling and sales management -- Managing customers.
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PUBLISHED
Boston, Mass. : Harvard Business School Press, c2006.
Year Published: 2006
Description: xii, 207 p. : ill. ; 24 cm.
Language: English
Format: Book
ISBN/STANDARD NUMBER
9781422104606 (pbk.)
1422104605 (pbk.)
ADDITIONAL CREDITS
Harvard Business School Press.
SUBJECTS
Marketing.