Marketing strategy

Author: Robert J. Dolan
Publisher:
Publication Date: 2002-09-01
Features: Most of the readings in this collection were developed for the MBA executive education programs of Harvard Business School. 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. 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 article, that provide a framework for understanding key components of marketing strategy. The items cover both consumer and industrial marketing and address a wide range of classic marketing functions. Because the readers emphasize currency, our usual rule is to exclude any items published more than five years ago. Nearly all the items here 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.