What Is Marketing? |  | Author: Alvin J. Silk
Publisher: Harvard Business Press
Category: Book
List Price: $29.95
Buy New: $10.50
as of 9/9/2010 05:57 CDT details
You Save: $19.45 (65%)
New (28) Used (40) from $8.98
Seller: nicole711
Rating:  6 reviews
Sales Rank: 50,015
Media: Paperback
Edition: illustrated edition
Pages: 207
Number Of Items: 1
Shipping Weight (lbs): 0.5
Dimensions (in): 9.1 x 6.1 x 0.7
ISBN: 1422104605
Dewey Decimal Number: 658.8
EAN: 9781422104606
ASIN: 1422104605
Publication Date: October 1, 2006
Availability: Usually ships in 1-2 business days
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Product 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 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.
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| Customer Reviews:
Showing reviews 1-5 of 6
 Excellent at Providing the Basics ... October 22, 2007
K. Fogg
4 out of 4 found this review helpful
This book provides marketing information to non marketing professionals. It outlines the basic process of marketing from understanding buyer behaviors all the way through managing existing customers. It is fairly well written, nicely organized and a very quick read.
I recomend this book to anyone who may be considering a marketing career to better understand the role of marketers, any non marketing professional and first year marketing students.
Must Have for Newbies September 30, 2008
Marisa M (Atlanta, GA)
I used this book for my first marketing class in B-School and I still use it. It's a great reference tool.
Why this book is important January 31, 2007
Mohammed H. Idrees
1 out of 12 found this review helpful
This book contains the important and detailed MArketing Tips and Management process.
 Concise overview of key concepts April 27, 2008
L. A. Stowe (New Haven, CT USA)
1 out of 1 found this review helpful
Concise overview of key marketing concepts with good examples. Reads easy, light-weight book- makes a good reference of marketing essentials.
Easy read for basic Marketing Principles July 10, 2008
S. Clemenson
This is a good book if you are getting started with Marketing in your company or are thinking about making a career change.
Showing reviews 1-5 of 6
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