TY  - BOOK
ED  - Harvard Business School.
TI  - What is marketing?
T2  - What is? series
SN  - 9781422104606 (pbk.) :
AV  - HF5415 .W483 2006
PY  - 2006///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
N1  - Includes bibliographical references and index; Analyzing marketing opportunities. Marketing strategy -- Appendix to chapter 1, Basic marketing mathematics -- Understanding consumer behavior -- Understanding business customers -- Developing marketing strategies. Market segmentation, target market selection, and positioning -- Product policy -- Appendix to chapter 5, Brand valuation -- Going to market -- Marketing communications and promotions -- Optimal pricing -- Implementing marketing strategies. Personal selling and sales management -- Managing customers
ER  -