Harvard Business Essentials: Marketer's Toolkit

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Overview


Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer’s hands-on guide to turning opportunities into profits.

The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put reliable answers at your fingertips.

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Product Details

  • ISBN-13: 9781591397625
  • Publisher: Harvard Business Review Press
  • Publication date: 2/6/2006
  • Series: Harvard Business Essentials
  • Pages: 230
  • Sales rank: 456,311
  • Product dimensions: 8.88 (w) x 11.04 (h) x 0.72 (d)

Table of Contents

1 Marketing strategy : how it fits with business strategy 1
2 Creating a marketing plan : an overview 19
3 Market research : listen and learn 31
4 Market customization : segmentation, targeting, and positioning 51
5 Competitor analysis : understand your opponents 65
6 Branding : differentiation that customers value 77
7 The right customers : acquisition, retention, and development 89
8 Developing new products and services : the marketer's role 103
9 Pricing it right : strategies, applications, and pitfalls 125
10 Integrated marketing communications : creativity, consistency, and effective resource allocation 145
11 Interactive marketing : new channel, new challenge 157
12 Marketing across borders : it's a big, big world 171
13 The future of marketing : tomorrow's challenges 185
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Customer Reviews

Average Rating 3.5
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted January 10, 2008

    Cohesive blueprint to help market products and services

    Don¿t bother registering for Marketing 101. Instead, read this book. As part of the solid Harvard Business Essentials series, it serves as a wonderful introduction and overview of marketing in today¿s business environment. It provides all the marketing tools you¿ll need to build your marketing plan, differentiate your product, hammer away at your customers and position your brand. It also touches on pricing, utilizing the Internet and crafting the best media mix for your message. Those already in marketing might not find much new here, although this textbook serves as a cohesive, well-constructed blueprint. The subhead mentions 10 strategies, but the book has far more. We recommend it as an excellent introduction and resource to new managers and to those entering the field of marketing.

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  • Anonymous

    Posted August 27, 2010

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