Understanding Marketing: Expert Solutions to Everyday Challenges (Pocket Mentor)
Editat de Harvard Business Pressen Limba Engleză Carte Paperback – 2010
Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company's customers are, what they want, and how the organization can serve them profitably. But marketing's a big subject. How might you demystify it for yourself and your group if you don't have a marketing background?
This volume provides the concepts and examples you need. You'll learn how to:
-Define a target market
-Identify and understand your toughest competitors
-Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution)
-Test new product or service ideas with customers
-Get the most from relationship marketing
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Specificații
ISBN-10: 142212892X
Pagini: 132
Dimensiuni: 130 x 179 x 13 mm
Greutate: 0.19 kg
Editura: Harvard Business Review
Seria Pocket Mentor
Locul publicării: United Kingdom
Notă biografică
Philip Kotler is a world renowned expert on strategic marketing. As the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, Philip's research spans a broad number of areas including consumer marketing, business marketing, services marketing and e-marketing. He has authored over 45 books and has been a consultant to IBM, Bank of America, Merck, General Electric, Honeywell and many other companies. He also has received over 12 honorary degrees from around the world.
Bruce Wrenn the William E. Colson Professor of Marketing at Andrews University, has served as a consultant to organizations in high tech, packaged food, fine dining, health care, pharmaceutical and bio-tech industries, as well as not-for-profit organizations. He has authored more than a dozen books in marketing management and planning, marketing research, church marketing and consumer behavior. He has served as a Harvard ManageMentor since 2002.
Cuprins
Mentors' Message: Why Understanding Marketing Is Important
Understanding Marketing: The Basics
What Is Marketing?
A high-level view of this complex function and process.
When Your Company Markets to Consumers
Insights into how consumers' minds work-and how you can learn more.
When Your Company Markets to Organizations
Insights into how organizations buy.
Understanding Your Competition
Powerful tactics for leaving rivals behind.
Developing Your Marketing Strategy
How to make key strategic decisions for marketing your product or service.
Crafting a Marketing Communications Plan
Tips for deciding how you'll communicate your message to customers.
New Offerings: A Potent Marketing Tool
Suggestions for creating fresh products and services to market.
Putting Your Marketing Plan into Action
Ideas for working with your marketing department and the marketing process to ensure success.
Spotlight on Direct Marketing
A focused look at this special form of marketing.
Spotlight on Relationship Marketing
A closer examination of this special form of marketing.
Tips and Tools