What Is Marketing?

English

ISBN: 1422104605

EAN: 9781422104606

Category: Business & Economics / Marketing / General

Publisher: Harvard Business Review Press

Release Date: 10/31/2006

Synopsis: 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 based on materials 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.

What Is Marketing?

Illustrated: Yes

Format: Paperback

Height: 0.66 inches

Width: 6.1 inches

Length: 9.3 inches

Weight: 9.88 oz

Pages: 224