基本信息出版社：Harvard Business School Press
页码：229 页
出版日期：2006年02月
ISBN：1591397626
条形码：9781591397625
版本：2006-02-16
装帧：平装
开本：16开 Pages Per Sheet
丛书名：Harvard Business Essentials
外文书名：哈佛商业精华: 营销人员的工具箱

内容简介 Book Description
Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

About HBE
Harvard Business Essentials,HBE, The Reliable Source for Busy Managers The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience. To assure quality and accuracy, each volume is closely reviewed by a specialized content adviser from a world class business school. Whether you are a new manager interested in expanding your skills or an experienced executive looking for a personal resource, these solution-oriented books offer reliable answers at your fingertips.

Book Dimension
length: (cm)23.1 　　　 　　　　　 　　　　　 width:(cm)15.4
目录
1 Marketing strategy : how it fits with business strategy
2 Creating a marketing plan : an overview
3 Market research : listen and learn
4 Market customization : segmentation, targeting, and positioning
5 Competitor analysis : understand your opponents
6 Branding : differentiation that customers value
……