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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What is marketing?. ISBN 9781422104606. Published by Harvard Business School in 2006. Publication and catalogue information, links to buy online and reader comments.
