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What Is Marketing? Paperback – October 1, 2006

ISBN-13: 978-1422104606 ISBN-10: 1422104605
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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: 0.5 x 6 x 9.2 inches
    • Shipping Weight: 8 ounces (View shipping rates and policies)
    • Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
    • Amazon Best Sellers Rank: #425,093 in Books (See Top 100 in Books)

    Customer Reviews

    4.3 out of 5 stars
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    Most Helpful Customer Reviews

    4 of 4 people found the following review helpful By K. Fogg on October 22, 2007
    Format: Paperback
    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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    The book, What is Marketing, is from some Harvard Business school professors, they provided techniques to understand marketing and learn how to use the skills to handle marketing easier. The book was originally designed for MBA students to analyze the opportunities in the market and use the opportunities to design and implement their own marketing strategy.
    The word marketing usually means how much a company value to their customers and how can the marketers increase the company’s value during their marketing strategy making process. A good marketer needs to be familiar with all the information about their customers, competitors and partners, and have a basic understanding of Customers’ behavior analysis, Business to Business marketing, four Ps – Product, Promotion, Price and Place, Marketing segmentation, target market and product positioning, product and service designing, repositioning and product line extension, advertising and media, clients’ extension and elimination, and the basic math of marketing strategy. Those knowledge in the book is going to help the readers to learn how to be a good marketer.
    I think the book explained everything the readers need in a very specific way, the explanations are in details and from surface to innate characteristics of what kind of techniques should people use and why should people use those techniques. For example, in page 25, the book explained about Channels. It talks about that channel is a mechanism or network to flow the products or service from producers to customers, from demand generation to physical delivery of the goods, is a connection between the company and the clients. As long as customers needed, channel sales person have to do whatever they can to fulfill the requirement.
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    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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    By Amazon Customer on 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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    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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    Format: Paperback
    This is a good book if you are getting started with Marketing in your company or are thinking about making a career change.
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