Modern Marketing Strategy

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Marketing-Fachbuch

Klappentext
A bold new marketing outlook
With the increasing competition that postwar technology has created in the modern market, today's executive must be able to meet competition effectively, to anticipate trends, and to determine in advance what consumers want and will buy.
These articles, first published in the Harvard Business Review, describe the revolutionary changes in marketing strategy over the past decad,.
Step by step the nations business experts discuss the latest scientific thinking on advertising, research, testing, product quality, pricing policies and realistic profit goals. They outline new methods for systematic analysis and planning, and they analyze and interpret the marketing concepts that will be rnost useful to the executives who recognize the need for bold and thoughtful action at the highest level of management.
EDWARD C. BURSK is Professor of Business Administration at the Harvard Business School and Editor of the Harvard Business Review. JOHN F. CHAPMAN is Executive Editor of the Harvard Business Review and a member of the faculty of the Harvard Business School. Mr. Bursk and Mr. Chapman are the editors of New Decision.Making Tools for Managers, a companion volume to this book, which is also published in the Mentor Executive Library series.

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Marketing, BWL, Business, Unternehmen, Beruf