What Is Marketing?

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Oktober 2006



Successful marketing requires a deep knowledge of customers, competitors, and collaborators and great skill in serving customers profitably. This book provides the foundation for developing those skills and insights.


Alvin J. Silk, the faculty advisor on this volume, is the Lincoln Filene Professor of Business Administration Emeritus at the Harvard Business School. He served as co-chairman of the Marketing Unit and initiated a course in 'Brand Marketing' offered in the second year of the MBA program. Silk has been at HBS since 1989. From 1968-88 he was at the Sloan School of Management, MIT, where he was Erwin Schell Professor of Management and served as Deputy Dean from 1981-87. He was a Visiting Research Associate at the Marketing Science Institute and a Ford Foundation Visiting Professor at the European Institute for Advanced Studies in Management, Brussels.
EAN: 9781422104606
ISBN: 1422104605
Untertitel: 'What Is?'. Sprache: Englisch.
Erscheinungsdatum: Oktober 2006
Seitenanzahl: 207 Seiten
Format: kartoniert
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