business fundamentals are collections of documents of Harvard Business School, reflecting HBS courses and supplemented by self-study aid. This collection of base notes (over an article in the Harvard Business Review) discusses the basic concepts, issues and terminology in the field of marketing strategy. The collection ranges widely in the field and covers both consumer and industrial marketing. The most recently published articles are highlighted. For each topic, there is an outline summary of the learning objectives and a series of questions and exercises. Include: “Note on Marketing Strategy”, “Note on Low-Tech Marketing Math”, “policy decisions of product”, “go to market”, “Designing Distribution Channels”, “Integrated Marketing Communications” , “Price: A value-based approach,” “Pricing and market making on the Internet” and “preventing the premature death of relationship marketing.”
by
Robert J. Dolan,
Susan Dobscha,
Susan Fournier,
Youngme Moon
David Glen Mick,
V. Kasturi Rangan
132 pages.
Date Posted: January 4, 2002. Prod #: 9055-ENG-SBB
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