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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.
|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|
Posted January 10, 2008
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.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted August 27, 2010
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