marketer's toolkit : the 10 strategies you need to succeed Harvard Business School text bibliography mau Boston, Mass Harvard Business School Press c2006 2006 monographic eng

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xviii, 230 p. : ill. ; 24 cm. 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. Marketing Handbooks, manuals, etc Strategic planning Handbooks, manuals, etc HF5415 .H24333 2006 658.802 MAR 1591397626 (alk. paper) 9781591397625 2005020520 http://www.loc.gov/catdir/toc/ecip0516/2005020520.html http://www.loc.gov/catdir/toc/ecip0516/2005020520.html DLC 050720 20161222144117.0 14044614