What Is Marketing?
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 for 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. Simply put, it’s required reading for marketing students and a must-have recourse for marketing professionals.
- The World Is Flat 3.0: A Brief History of the Twenty-first Century
- Marketing 3.0: From Products to Customers to the Human Spirit
- The Start-up of You: Adapt to the Future, Invest in Yourself, and Transform Your Career
- Contagious: Why Things Catch On
- The Manager's Guide to HR: Hiring, Firing, Performance Evaluations, Documentation, Benefits, and Everything Else You Need to Know
- Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead (English Edition)
- People Analytics in the Era of Big Data: Changing the Way You Attract, Acquire, Develop, and Retain Talent
- Defining Moments: When Managers Must Choose Between Right and Right
- Fundamentals of Corporate Finance (The Mcgraw-hill/Irwin Series in Finance, Insurance, and Real Estate)