{"product_id":"what-is-marketing-9781422104606","title":"What Is Marketing?","description":"\u003cp\u003eSometimes you need more then a one-sentence answer. While the term \u003ci\u003emarketing\u003c\/i\u003e generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company’s strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators—and great skill in serving customers profitably.\u003c\/p\u003e\u003cp\u003eThe book provides the foundation for developing those skills and insights. It’s organized according to the design of the first-year marketing course in Harvard Business School’s MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include:\u003c\/p\u003e\u003cli\u003eConsumer behavior\u003c\/li\u003e\u003cli\u003eBusiness-to-business markets\u003c\/li\u003e\u003cli\u003eThe four P’s-product, placement, promotion and price\u003c\/li\u003e\u003cli\u003eMarket segmentation, target market selection, and positioning\u003c\/li\u003e\u003cli\u003eUnique value propositions\u003c\/li\u003e\u003cli\u003eThe design of new products and services\u003c\/li\u003e\u003cli\u003eProduct line extensions and repositioning of exciting businesses\u003c\/li\u003e\u003cli\u003eBrand valuation and brand equity\u003c\/li\u003e\u003cli\u003eFulfillment and after-sale service\u003c\/li\u003e\u003cli\u003eDirect, retail, and wholesale distribution channels and networks\u003c\/li\u003e\u003cli\u003eMarketing communications and promotions\u003c\/li\u003e\u003cli\u003eAdvertising, public relations, and choice of media\u003c\/li\u003e\u003cli\u003ePricing for profitability\u003c\/li\u003e\u003cli\u003ePersonal selling and sales management\u003c\/li\u003e\u003cli\u003eCustomer relationship management and customer privacy\u003c\/li\u003e\u003cli\u003eCustomer acquisition, retention, and dismissal\u003c\/li\u003e\u003cli\u003eBasic math for making marketing decisions\u003cp\u003eTimeless yet timely, this book provides valuable background information for understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simply put, it’s required reading for marketing students and a must-have recourse for marketing professionals.\u003c\/p\u003e\n\u003c\/li\u003e","brand":"Harvard Business Review","offers":[{"title":"Default Title","offer_id":48284125790459,"sku":"9781422104606","price":32.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_06094470-2037-4b0c-811b-616d474b7c9b.jpg?v=1778780812","url":"https:\/\/indiepubs.com\/products\/what-is-marketing-9781422104606","provider":"IndiePubs","version":"1.0","type":"link"}