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What is marketing? / Alvin J. Silk, content adviser.

By: Contributor(s): Material type: TextTextSeries: What is? seriesPublication details: Boston, Mass. : Harvard Business School Press, c2006.Description: xii, 207 p. : ill. ; 24 cmISBN:
  • 9781422104606 (pbk.)
  • 1422104605 (pbk.)
Subject(s): DDC classification:
  • 658.8 22 SIL-W 2006 802149
Contents:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Books Books Lahore Business School Library Shelf No. 80, LBS Book 658.8 SIL-W 2006 802149 (Browse shelf(Opens below)) Available 802149
Total holds: 0

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.

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