Understanding Marketing
Author | : |
Publisher | : Harvard Business Press |
Total Pages | : 96 |
Release | : 2010-02-01 |
ISBN-10 | : 9781422157329 |
ISBN-13 | : 1422157326 |
Rating | : 4/5 (29 Downloads) |
Book excerpt: The latest volume in the series: Understanding Marketing Businesses soar when everyone in the organization adopts a marketing mind-set?an awareness of who the company's customers are, what they want, and how the organization can serve them profitably. But marketing's a big subject. How might you demystify it for yourself and your group if you don't have a marketing background? This volume provides the concepts and examples you need. You'll learn how to: -Define a target market -Identify and understand your toughest competitors -Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution) -Test new product or service ideas with customers -Get the most from relationship marketing