What Is Marketing?: What Is?
Autor Alvin J. Silken Limba Engleză Paperback – 30 sep 2006
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.
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Specificații
ISBN-13: 9781422104606
ISBN-10: 1422104605
Pagini: 207
Dimensiuni: 155 x 234 x 18 mm
Greutate: 0.27 kg
Editura: Harvard Business Review
Seria What Is?
Locul publicării:United Kingdom
ISBN-10: 1422104605
Pagini: 207
Dimensiuni: 155 x 234 x 18 mm
Greutate: 0.27 kg
Editura: Harvard Business Review
Seria What Is?
Locul publicării:United Kingdom
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Notă biografică
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.