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Harvard Business Essentials The Reliable Source for Busy Managers The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience. To assure quality and accuracy, each volume is closely reviewed by a specialized content adviser from a world class business school. Whether you are a new manager interested in expanding your skills or an experienced executive looking for a personal resource, these solution-oriented books offer reliable answers at your fingertips.

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer’s hands-on guide to turning opportunities into profits.

Introduction

1 Marketing Strategy

How It Fits with Business StrategF

What Is Strategy?

The Strategy Process

Where Marketing Fits In

Marketing Strategy and Product Life Cycles

Summing Up

2 Creating a Marketing Plan

An Overview

From Strategy to Plan

Implementing Your Plan via the Marketing Mix

Controlling Plan Implementation

Summing Up

3 Market Research

Listen and Learn

Formal Market Research

Two Formal Methods for Analyzing Buyer Preferences

Informal Research Methods: Close Customer Contact

Summing U

4 Market Customization

Segmentation, Targeting, and Positioning

Segmentation

From Segmentation to Targeting

Positioning

Summing Up

5 Competitor Analysis

Understand Your Opponents

Who Are Your Competitors?

Characteristics for Analysis

Porter's Five Forces Framework

Summing Up

6 Branding

Differentiation That Customers Value

Differentiation of Commodity Products and Services

Approaches to Differentiation

Differentiation That Matters

Summing Up

7 The Right Customers

Acquisition, Retention, and Development

Customer Economics

Customer Retention

Customer Development

Summing Up

8 Developing New Products and Services

The Marketer's Role

The Two Types of New Products

Extending Product Lines into New Segments

The New-Product Process

The Marketer's Role

Your New-Product Strategy

……

9 Pricing It Right

10 Integrated Marketing Communications

11 Interactive Marketing

12 Marketing Across Borders

13 The Future of Marketing

Appendix: Useful Implementation Tools

Notes

Glossary

For Further Reading

Index

About the Subject Adviser

About the Writer

Patrick Barwise is Professor of Management and marketing at London Business School and the coauthor of Simply Better: Winning and Keeping Customers by Delivering What Matters Most.

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书籍介绍

Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer's hands-on guide to turning opportunities into profits.

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