What Is Marketing?

by Alvin J. Silk and Harvard Business Review

Book Overview

Sometimes you need more then a one-sentence answer. While the term marketing generally refers to what a company does to create value for customers, practicing marketers know they have a major role in setting their company's strategic direction. Successful marketing requires a deep knowledge of customers, competitors, and collaborators-and great skill in serving customers profitably.

The book provides the foundation for developing those...

• Format: Paperback
• Language: English
• ISBN: 1422104605
• ISBN13: 9781422104606
• Release Date: October 2006
• Publisher: Harvard Business Review Press
• Length: 220 Pages
• Weight: 1.88 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"

Customer Reviews

Must Have for Newbies

I used this book for my first marketing class in B-School and I still use it. It's a great reference tool.

Easy read for basic Marketing Principles

This is a good book if you are getting started with Marketing in your company or are thinking about making a career change.

Concise overview of key concepts

Concise overview of key marketing concepts with good examples. Reads easy, light-weight book- makes a good reference of marketing essentials.

Excellent at Providing the Basics ...

This book provides marketing information to non marketing professionals. It outlines the basic process of marketing from understanding buyer behaviors all the way through managing existing customers. It is fairly well written, nicely organized and a very quick read. I recomend this book to anyone who may be considering a marketing career to better understand the role of marketers, any non marketing professional and first year marketing students.

Why this book is important

This book contains the important and detailed MArketing Tips and Management process.