Marketing Strategy (English Version)

Author: Robert J. Dolan et al.
Publisher:
Publish Date: 2002-09-01
Features: 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 herein 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.