TY  - BOOK
ED  - Harvard Business School.
TI  - Harvard business essentials: marketer's toolkit : the 10 strategies you need to succeed
T2  - Harvard business essentials
SN  - 1591397626 (alk. paper)
AV  - HF5415 .H24333 2006
U1  - 658.8/02 22
PY  - 2006///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - Handbooks, manuals, etc
KW  - Strategic planning
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip0516/2005020520.html
ER  -