营销战略

出版时间：2002-9-1  出版社：Harvard Business School  作者：Robert J. Dolan,Susan Dobscha  页数：125  字数：287000  
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内容概要

The collections in this series are not meant to be comprehensive,but to present the fundamentals of business. This collection contains eight notes,plus a Harvard Business Review artcile,that provide a framework for understanding key components of marketing strategy.The items cover both consumer and industrial marketing and address a wied reange of classic marketing functions.Because the readers emphasize currency,our usual rule is to ezclued any items published more than five years ago.Nearly all the items herin were published since 1999 -- but we happily broke our rule to allow Professor V.K.Rangan's 1994 note on building distribution channels for industrial products.

作者简介

编者：(美国)多兰 (Dolan Robert J.)

书籍目录

Inteoduction      Note on marketing MathNote on Low-Tech Marketing MathProduct Policy DecisionsGoing to MarketDesigning Channels of DistributionIntegrated Marketing CommunicationsPricing: A Value-Based ApproachPricing: and Market Making on the Internet Preventing the Premature Death of Relationship Marketing

媒体关注与评论

书评Most of the readings in this collection were developed for the Mba or executive education programs of Harvard Business Students also learn the fundamentals of what managers do:how they gather information,make choices,organize their activities,and measure performance.At Harvard Business School,the fundamentals are often taught through background notes -- such as  those in this collection - that describe business processes, management techniques,and industries.		  

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