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What Is Marketing? [Paperback]

by Alvin J. Silk
4.2 out of 5 stars  See all reviews (9 customer reviews)

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Book Description

October 1, 2006 1422104605 978-1422104606
This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy.

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Editorial Reviews

From the Back Cover

Sometimes you need more then a one-sentence answer. While the term marketing 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.

The 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:

  • Consumer behavior
  • Business-to-business markets
  • The four P’s-product, placement, promotion and price
  • Market segmentation, target market selection, and positioning
  • Unique value propositions
  • The design of new products and services
  • Product line extensions and repositioning of exciting businesses
  • Brand valuation and brand equity
  • Fulfillment and after-sale service
  • Direct, retail, and wholesale distribution channels and networks
  • Marketing communications and promotions
  • Advertising, public relations, and choice of media
  • Pricing for profitability
  • Personal selling and sales management
  • Customer relationship management and customer privacy
  • Customer acquisition, retention, and dismissal
  • Basic math for making marketing decisions

    Timeless yet timely, this book provides valuable background information fro 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. Simple put, it’s required reading for marketing students and a must-have recourse for marketing professionals.

  • About the Author

    Alvin J. Silk, the faculty advisor on this volume, is the Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School. He served as co-chairman of the Marketing Unit and initiated a course in "Brand Marketing" offered in the second year of the MBA program. Silk has been at HBS since 1989. From 1968-88 he was at the Sloan School of Management, MIT, where he was Erwin Schell Professor of Management and served as Deputy Dean from 1981-87. He was a Visiting Research Associate at the Marketing Science Institute and a Ford Foundation Visiting Professor at the European Institute for Advanced Studies in Management, Brussels.

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    Product Details

    • Paperback: 224 pages
    • Publisher: Harvard Business Review Press (October 1, 2006)
    • Language: English
    • ISBN-10: 1422104605
    • ISBN-13: 978-1422104606
    • Product Dimensions: 9.1 x 6 x 0.7 inches
    • Shipping Weight: 8 ounces (View shipping rates and policies)
    • Average Customer Review: 4.2 out of 5 stars  See all reviews (9 customer reviews)
    • Amazon Best Sellers Rank: #61,085 in Books (See Top 100 in Books)

    Customer Reviews

    4.2 out of 5 stars
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    Most Helpful Customer Reviews
    4 of 4 people found the following review helpful
    5.0 out of 5 stars Excellent at Providing the Basics ... October 22, 2007
    By K. Fogg
    This book provides marketing information to non marketing professionals. It outlines the basic process of marketing from understanding buyer behaviors all the way through managing existing customers. It is fairly well written, nicely organized and a very quick read.

    I recomend this book to anyone who may be considering a marketing career to better understand the role of marketers, any non marketing professional and first year marketing students.
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    1 of 1 people found the following review helpful
    4.0 out of 5 stars Concise overview of key concepts April 27, 2008
    Format:Paperback|Verified Purchase
    Concise overview of key marketing concepts with good examples. Reads easy, light-weight book- makes a good reference of marketing essentials.
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    1.0 out of 5 stars Not Impressed November 25, 2013
    Format:Paperback|Verified Purchase
    Terrible book, extremely repetitive. The author's writing makes a simple subject unreasonably complicated. I read a few chapters and decided I found more value in my lecture notes. This book should be considered supplemental only, and not required for a marketing class.
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    5.0 out of 5 stars Great overview of Marketing June 21, 2013
    Format:Paperback|Verified Purchase
    Whether you've done marketing work before or have never experienced it, this book does a good job of giving a very high level formal introduction to the things that marketers care about. It is a good starter to spark some interest in specific areas, like new product development or messaging/advertising, which you should then dive deeper into in other books.

    Don't expect to get very granular detail in any one marketing discipline here!
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    5.0 out of 5 stars The basics, no more, no less May 21, 2013
    Format:Paperback|Verified Purchase
    Great marketing book. Extremely succinct, but I love the book just because of that. Only one example per concept, enough for you to understand the main idea and move on.
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