What Is Marketing?
by Alvin J. Silk (Author)
Format:Paperback / softback 224 pages
Publisher:Harvard Business Review Press
Imprint:Harvard Business Review Press
ISBN:9781422104606
Published:1 Oct 2006
Classifications:Sales & marketing
Readership:Professional & Vocational
Weight:334g
Dimensions:231 x 155 x 19 (mm)
Pub. Country:United States
Player3Description
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 written by HBS faculty and used by MBA studen ts 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.
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