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　　分類: 图书,管理,市场/营销,市场营销,

作者： 罗伯特.J.多兰等 编写

出 版 社： 中国人民大学出版社

出版时间： 2002-9-1字数： 287000版次： 1页数： 125印刷时间： 2002-9-1开本：印次：纸张： 胶版纸I S B N ： 9787300041629包装： 平装编辑推荐

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.

内容简介

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.

作者简介

目录

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

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