Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed.
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| Format: | Book |
| Language: | English |
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Boston, Mass. :
Harvard Business School Press,
[2006]
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| Series: | Harvard business essentials series.
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| Subjects: | |
| Online Access: | Table of contents |
Table of Contents:
- Marketing strategy : how it fits with business strategy
- Creating a marketing plan : an overview
- Market research : listen and learn
- Market customization : segmentation, targeting, and positioning
- Competitor analysis : understand your opponents
- Branding : differentiation that customers value
- The right customers : acquisition, retention, and development
- Developing new products and services : the marketer's role
- Pricing it right : strategies, applications, and pitfalls
- Integrated marketing communications : creativity, consistency, and effective resource allocation
- Interactive marketing : new channel, new challenge
- Marketing across borders : its a big, big world
- The future of marketing : tomorrow's challenges.