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Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed.

Author: Richard Luecke; Harvard Business School.
Publisher: Boston, Mass. : Harvard Business School Press, ©2006.
Series: Harvard business essentials series.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this guide for marketers, aims  Read more...

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Genre/Form: Handbooks, manuals, etc
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Richard Luecke; Harvard Business School.
ISBN: 1591397626 9781591397625
OCLC Number: 61151453
Description: xviii, 230 p. : ill. ; 24 cm.
Contents: Marketing strategy : how it fits with business strategy --
Creating a marketing plan : an overview --
Market research : listen and learn --
Market customization : segmentation, targeting, and positioning --
Competitor analysis : understand your opponents --
Branding : differentiation that customers value --
The right customers : acquisition, retention, and development --
Developing new products and services : the marketer's role --
Pricing it right : strategies, applications, and pitfalls --
Integrated marketing communications : creativity, consistency, and effective resource allocation --
Interactive marketing : new channel, new challenge --
Marketing across borders : its a big, big world --
The future of marketing : tomorrow's challenges.
Series Title: Harvard business essentials series.
Other Titles: Marketer's toolkit
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