Marketing
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
ON
OT C
OP
YO
What Is Marketing?
RP
OS
T
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
ON
OT C
OP
YO
RP
OS
T
Alvin J. Silk
Content Adviser
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
ON
OT C
Harvard Business School Press Boston, Massachusetts
OP
YO
What Is Marketing?
RP
OS
T
Copyright 2006 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America 11 10 09 07 06 5 4 3 2 1 No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. ISBN-13: 978-1-4221-0460-6
ON
Library of Congress Cataloging-in-Publication Data What is marketing? p. cm. — (What is ? series) ISBN-13: 978-1-4221-0460-6 1. Marketing. I. Harvard Business School Press. HF5415.W483 2006 658.8—dc22 2006021351
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
OT C
OP
YO
RP
OS
T
Contents
Introduction
vii
1. Marketing Strategy
OP
Part I Analyzing Marketing Opportunities
Appendix to Chapter 1, Basic Marketing Mathematics
2. Understanding Consumer Behavior
OT C
4. Product Policy
Part II Developing Marketing Strategies
3. Market Segmentation, Target Market Selection, and Positioning
85 97 111 115
Appendix to Chapter 4, Brand Valuation
copying or posting is an infringement of copyright.
ON
OT C
OP
YO
What Is Marketing?
RP
OS
T
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
ON
OT C
OP
YO
RP
OS
T
Alvin J. Silk
Content Adviser
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
ON
OT C
Harvard Business School Press Boston, Massachusetts
OP
YO
What Is Marketing?
RP
OS
T
Copyright 2006 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America 11 10 09 07 06 5 4 3 2 1 No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. ISBN-13: 978-1-4221-0460-6
ON
Library of Congress Cataloging-in-Publication Data What is marketing? p. cm. — (What is ? series) ISBN-13: 978-1-4221-0460-6 1. Marketing. I. Harvard Business School Press. HF5415.W483 2006 658.8—dc22 2006021351
copying or posting is an infringement of copyright. permissions@hbsp.harvard.edu or 617.783.7860
OT C
OP
YO
RP
OS
T
Contents
Introduction
vii
1. Marketing Strategy
OP
Part I Analyzing Marketing Opportunities
Appendix to Chapter 1, Basic Marketing Mathematics
2. Understanding Consumer Behavior
OT C
4. Product Policy
Part II Developing Marketing Strategies
3. Market Segmentation, Target Market Selection, and Positioning
85 97 111 115
Appendix to Chapter 4, Brand Valuation
copying or posting is an infringement of copyright.