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What Is Marketing? | 
 enlarge | Author: Alvin J. Silk
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
Buy Used: $10.25
You Save: $19.70 (66%)
New (34) Used (23) from $10.25
Rating:  5 reviews
Sales Rank: 199620
Media: Paperback
Pages: 207
Number Of Items: 1
Shipping Weight (lbs): 0.6
Dimensions (in): 9.2 x 6 x 0.7
ISBN: 1422104605
Dewey Decimal Number: 658.8
EAN: 9781422104606
ASIN: 1422104605
Publication Date: October 30, 2006
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Softcover. Some wear to the cover and pages. Ships the next business day, with tracking and delivery confirmation sent to your email.
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Product Description
In "The Practice of Management", Peter F. Drucker wrote, "There is only one valid definition of business purpose: to create a customer!. [Therefore], any business enterprise has two - and only these two - basic functions: marketing and innovation. They are the entrepreneurial functions. Marketing is the distinguishing, the unique function of the business."This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers. In general terms, marketing refers to what an organization must do to create and exchange value with customers. In this sense, marketing has a major role to play in setting a firm's strategic direction. Successful marketing requires both a deep knowledge of customers, competitors, and collaborators and great skill in deploying an organization's capabilities so as to serve customers profitably. Marketing, thus defined, is a broad general management responsibility, not just a function delegated to specialists. Anyone with career interests that lead to the setting and the execution of the strategy of an organization, regardless of its type or size, will require marketing skills and insight.Therefore, this book provides the foundation on which to begin developing those skills and insights applicable in a wide variety of situations: in the old economy as well as in the new; in both service and manufacturing sectors; and in business-to-consumer and business-to-business settings, to name a few.
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| Customer Reviews:
 Must Have for Newbies September 30, 2008
NutriNana (Atlanta, GA)
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 July 10, 2008
S. Clemenson
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 April 27, 2008
L. A. Stowe (New Haven, CT USA)
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 ... October 22, 2007
K. Fogg
1 out of 1 found this review helpful
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 January 31, 2007
Mohammed H. Idrees
1 out of 11 found this review helpful
This book contains the important and detailed MArketing Tips and Management process.
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