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.
【目录】
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
以下为对购买帮助不大的评价