The collections in this series are not meant to be comprehensive,but to present the fundamentals of business. This collection contains eight notes,plus a Harvard Business Review artcile,that provide a framework for understanding key components of marketing strategy.The items cover both consumer and industrial marketing and address a wied reange of classic marketing functions.Because the readers emphasize currency,our usual rule is to ezclued any items published more than five years ago.Nearly all the items herin were published since 1999 -- but we happily broke our rule to allow Professor V.K.Rangan's 1994 note on building distribution channels for industrial products.
书评
Most of the readings in this collection were developed for the Mba or executive education programs of Harvard Business Students also learn the fundamentals of what managers do:how they gather information,make choices,organize their activities,and measure performance.At Harvard Business School,the fundamentals are often taught through background notes -- such as those in this collection - that describe business processes, management techniques,and industries.
Inteoduction
Note on marketing Math
Note on Low-Tech Marketing Math
Product Policy Decisions
Going to Market
Designing Channels of Distribution
Integrated Marketing Communications
Pricing: A Value-Based Approach
Pricing: and Market Making on the Internet
Preventing the Premature Death of Relationship Marketing
