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 based on materials 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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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:
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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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Excellent at Providing the Basics ...,
This review is from: What Is Marketing? (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.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Concise overview of key concepts,
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This review is from: What Is Marketing? (Paperback)
Concise overview of key marketing concepts with good examples. Reads easy, light-weight book- makes a good reference of marketing essentials.
5.0 out of 5 stars
Must Have for Newbies,
By M Moore (Atlanta, GA) - See all my reviews
This review is from: What Is Marketing? (Paperback)
I used this book for my first marketing class in B-School and I still use it. It's a great reference tool.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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understanding consumer behavior, implementing marketing strategies, optimal pricing, target market selection, integrated marketing communications, variable unit cost, unit margin, buying center, marketing mix elements, total margin Key Phrases - Capitalized Phrases (CAPs): (learn more)
Class Note, Analyzing Marketing Opportunities, Harvard Business Review, Developing Marketing Strategies, Marketing Strategy, New York, Additional Readings, Harvard Business School Publishing, Prentice Hall, Managing Customers, Product Policy, Basic Marketing Mathematics, Market Segmentation, Business Horizons, California Management Review, Englewood Cliffs, Financial World, United States, Free Press, Power Pricing, The Gap, Marketing Management, Sealed Air, Value Added, Price Customization Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
understanding consumer behavior, implementing marketing strategies, optimal pricing, target market selection, integrated marketing communications, variable unit cost, unit margin, buying center, marketing mix elements, total margin Key Phrases - Capitalized Phrases (CAPs): (learn more)
Class Note, Analyzing Marketing Opportunities, Harvard Business Review, Developing Marketing Strategies, Marketing Strategy, New York, Additional Readings, Harvard Business School Publishing, Prentice Hall, Managing Customers, Product Policy, Basic Marketing Mathematics, Market Segmentation, Business Horizons, California Management Review, Englewood Cliffs, Financial World, United States, Free Press, Power Pricing, The Gap, Marketing Management, Sealed Air, Value Added, Price Customization Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 33
books:
See all 33 books this book cites
- Marketing Channels (6th Edition) by Anne T. Coughlan on page 33, and page 131
- Practice of Management (Drucker Series) by Peter F. Drucker in Front Matter (1), and Front Matter (2)
- Managing Brand Equity by David A. Aaker on page 32, and page 114
- Marketing Management (12th Edition) by Philip Kotler on page 32, and page 33
- Power Pricing: How Managing Price Transforms the Bottom Line by Robert J. Dolan on page 33, and page 165
See all 33 books this book cites
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