Häftad, Engelska, 2006

What Is Marketing?

Av Alvin J. Silk, Harvard Business Review

Del i serien Harvard Business Review Press

376 kr

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Beskrivning

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 students 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.

Produktinformation

Utgivningsdatum: 2006-10-01
Mått: 154 x 233 x 14 mm
Vikt: 280 g
Format: Häftad
Språk: Engelska
Serie: Harvard Business Review Press
Antal sidor: 224
Förlag: Harvard Business Review Press
ISBN: 9781422104606

Utforska kategorier

Försäljning och marknadsföring

Mer om författaren

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.

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