What Is Marketing? by Alvin J. Silk (English) Hardcover Book

Description: What Is Marketing? by Alvin J. Silk, Harvard Business Review 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 companys 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. Its organized according to the design of the first-year marketing course in Harvard Business Schools 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 behaviorBusiness-to-business marketsThe four Ps-product, placement, promotion and priceMarket segmentation, target market selection, and positioningUnique value propositionsThe design of new products and servicesProduct line extensions and repositioning of exciting businessesBrand valuation and brand equityFulfillment and after-sale serviceDirect, retail, and wholesale distribution channels and networksMarketing communications and promotionsAdvertising, public relations, and choice of mediaPricing for profitabilityPersonal selling and sales managementCustomer relationship management and customer privacyCustomer acquisition, retention, and dismissal Basic math for making marketing decisionsTimeless 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, its required reading for marketing students and a must-have recourse for marketing professionals. FORMAT Hardcover LANGUAGE English CONDITION Brand New Author Biography 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. Long Description 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 companys 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. Its organized according to the design of the first-year marketing course in Harvard Business Schools 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 Ps-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, its required reading for marketing students and a must-have recourse for marketing professionals. Details ISBN1633694801 Author Harvard Business Review Pages 224 Publisher Harvard Business Review Press Year 2006 ISBN-10 1633694801 ISBN-13 9781633694804 Format Hardcover Publication Date 2006-10-01 Imprint Harvard Business Review Press Country of Publication United States DEWEY 658.8 Language English NZ Release Date 2006-10-01 US Release Date 2006-10-01 UK Release Date 2006-10-01 Audience Professional & Vocational AU Release Date 2006-12-10 Alternative 9781422104606 Illustrations Illustrations We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:144710214;

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