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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:
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.
Succinct text taking the place of a text book. Good choice by the professor.Published 4 months ago by Nic B
I am fully satisfied. The item was as described and I got faster than I had expected.Published on February 20, 2009 by G. Shrestha
I used this book for my first marketing class in B-School and I still use it. It's a great reference tool.Published on September 29, 2008 by M Moore