What is marketing? / Alvin J. Silk, content adviser.
Material type: TextSeries: What is? seriesPublication details: Boston, Mass. : Harvard Business School Press, c2006.Description: xii, 207 p. : ill. ; 24 cmISBN:- 9781422104606 (pbk.)
- 1422104605 (pbk.)
- 658.8 22 SIL-W 2006 802149
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|
Books | Lahore Business School Library Shelf No. 80, LBS | Book | 658.8 SIL-W 2006 802149 (Browse shelf(Opens below)) | Available | 802149 |
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.