|
What is Marketing?
|
| List Price: | £18.99 |
| Price: | £16.14 & eligible for FREE Super Saver Delivery on orders over £5. Details |
Availability: Usually dispatched within 24 hours
Dispatched from and sold by Amazon.co.uk
Product Description
In The Practice of Management, Peter F. Drucker wrote, “There is only one valid definition of business purpose: to create a customer…. [Therefore], any business enterprise has two--and only these two--basic functions: marketing and innovation. They are the entrepreneurial functions. Marketing is the distinguishing, the unique function of the business.” This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. In general terms, marketing refers to what an organization must do to create and exchange value with customers. In this sense, marketing has a major role to play in setting a firm's strategic direction. Successful marketing requires both a deep knowledge of customers, competitors, and collaborators and great skill in deploying an organization's capabilities so as to serve customers profitably.
Marketing, thus defined, is a broad general management responsibility, not just a function delegated to specialists. Anyone with career interests that lead to the setting and the execution of the strategy of an organization, regardless of its type or size, will require marketing skills and insight. Therefore, this book provides the foundation on which to begin developing those skills and insights applicable in a wide variety of situations: in the old economy as well as in the new; in both service and manufacturing sectors; and in business-to-consumer and business-to-business settings, to name a few.
Product Details
- Amazon Sales Rank: #368337 in Books
- Published on: 2006-11-01
- Original language: English
- Number of items: 1
- Binding: Paperback
- 207 pages
Editorial Reviews
From the Back Cover
Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company’s strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators—and great skill in serving customers profitably.
The book provides the foundation for developing those skills and insights. It’s organized according to the design of the first-year marketing course in Harvard Business School’s MBA program. Each chapter was written by HBS faculty and used by MBA students to analyze marketing opportunities and develop and execute successful marketing strategies. Areas covered include:
Timeless yet timely, this book provides valuable background information fro understanding and interpreting business and competition from a marketing point of view. That makes it useful in both formal and informal educational settings, including on-the-job training. Simple put, it’s required reading for marketing students and a must-have recourse for marketing professionals.
About the Author
Alvin J. Silk, the faculty advisor on this volume, is the Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School. He served as co-chairman of the Marketing Unit and initiated a course in "Brand Marketing" offered in the second year of the MBA program.
Silk has been at HBS since 1989. From 1968-88 he was at the Sloan School of Management, MIT, where he was Erwin Schell Professor of Management and served as Deputy Dean from 1981-87. He was a Visiting Research Associate at the Marketing Science Institute and a Ford Foundation Visiting Professor at the European Institute for Advanced Studies in Management, Brussels.
