Understanding Marketing: Expert Solutions to Everyday Challenges
Businesses soar when everyone in the organization adopts a marketing mind-set, an awareness of who the company's customers are, what they want, and how the organization can serve them profitably. But marketing's a big subject. How might you demystify it for yourself and your group if you don't have a marketing background? This volume provides the concepts and examples you need. You'll learn how to: -Define a target market -Identify and understand your toughest competitors -Develop a marketing strategy that lays out "the four Ps": product, promotion, pricing, and "place" (distribution) -Test new product or service ideas with customers -Get the most from relationship marketing. (Amazon)
Harvard Business Press
School of Business Administration
Kotler, Philip and Wrenn, Bruce, "Understanding Marketing: Expert Solutions to Everyday Challenges" (2010). All Books. 17.