An introductory note for MBA students on the nature of marketing and topics encountered in its study. Defines the topic then breaks marketing into two major conceptual pieces--the tools, tasks and variables of the marketer, and the marketing process. In the tools piece, promotion (advertising and selling primarily), pricing, distribution, and product policy are considered. In the processes one, situation analysis, strategy formulation, planning, organizing, budgeting, marketing implementation, and marketing performance analysis are introduced. The intent is to give the beginning MBA student an overview of both the discipline and the major topics involved in its study. The organization proposed captures in large measure the design of the First Year Marketing course at the Harvard Business School as well as the organization of the book Marketing Management by the authors of this note.

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-590007

発行日：1989/7/13

登録日：2007/8/16