Harvard business essentials : marketer's toolkit : the 10 strategies you need to succeed. - Harvard Business School (Boston, Mass. : Harvard Business School Press, 2006)
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.
Includes bibliographical references and index.
Keywords: Marketing -- Handbooks, manuals, etc; Strategic planning -- Handbooks, manuals, etc