What Is Marketing?
Will be published approx. on 1. October 2006
Book
Paperback/Softback
220 pages
978-1-4221-0460-6 (ISBN)
Description
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.
More details
Language
English
Place of publication
United States
Target group
Professional and scholarly
Product notice
Paperback (trade)
Illustrations
Illustrations
Dimensions
Height: 234 mm
Width: 154 mm
Thickness: 16 mm
Weight
288 gr
ISBN-13
978-1-4221-0460-6 (9781422104606)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Alvin J. Silk
What Is Marketing?
E-Book
10/2006
1st Edition
Harvard Business Review Press
€48.89
Available for download
Persons
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.