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Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed. Marketer's toolkit - Boston, Mass. : Harvard Business School Press, c2006. - xviii, 230 p. : ill. ; 24 cm. - Harvard business essentials . - Harvard business essentials series. .

Includes bibliographical references and index.

Marketing strategy : how it fits with business strategy -- Creating a marketing plan : an overview -- Market research : listen and learn -- Market customization : segmentation, targeting, and positioning -- Competitor analysis : understand your opponents -- Branding : differentiation that customers value -- The right customers : acquisition, retention, and development -- Developing new products and services : the marketer's role -- Pricing it right : strategies, applications, and pitfalls -- Integrated marketing communications : creativity, consistency, and effective resource allocation -- Interactive marketing : new channel, new challenge -- Marketing across borders : its a big, big world -- The future of marketing : tomorrow's challenges.

ISBN: 1591397626 (alk. paper) 9781591397625

LCCN: 2005020520

Subjects--Topical Terms:
Marketing--Handbooks, manuals, etc.
Strategic planning--Handbooks, manuals, etc.

LC Class. No.: HF5415 / .H24333 2006