Consumer marketing strategies
McKenna, Regis
Primary Author
Swartz, Gordon S.
Primary Author
Krubasik, Edward G.
Primary Author
Clausing, Don
Primary Author
Berg, Norman
Primary Author
Kaikati, Jack G.
Primary Author
Cmar, Karen A.
Primary Author
Manley, Marisa
Primary Author
Lefkowith, Edwin F.
Primary Author
Clark, Terry
Primary Author
Stevens, Art
Primary Author
Schuster, Thomas F.
Primary Author
Achenbaum, Alvin A.
Primary Author
Mitchel, F. Kent
Primary Author
Patinkin, Mark
Primary Author
Jones, John Philip
Primary Author
Markides, Constantinos C.
Primary Author
Rangan, V. Kasturi
Primary Author
Hart, Christopher, W. L.
Primary Author
Quelch, John A.
Primary Author
Salmon, Walter J.
Primary Author
Berry, Leonard L.
Primary Author
Hauser, John R.
Primary Author
Shapiro, Benson P.
Primary Author
Star, Steven H.
Primary Author
Cespedes, Frank V.
Primary Author
Corey, E. Raymond
Primary Author
Magaziner, Ira C.
Primary Author
Moriarty, Rowland T.
Primary Author
Cannon-Bonventre, Kristina
Primary Author
mixed material
bibliography
Boston
Harvard Business School Press
1991
2
English
176p.: il.; 28cm.
A Harvard Business Review Paperback
The rules of the consumer marketing game are changing - and so are the skills required to compete effectively. Technology is redefining the marketing concept, consumers are demanding increasing customization, and global competitors are upping the ante. This colection of over twenty Harvard Business Review articles shows how savvy marketers are responding to these changes. Included are sections on the fundamental changes in consumer markets, getting the consumer product right the first time, building brands, and retailing tactics.
CONTENTS:
The Changing Rules of The Game
* Marketing is everything
* Marketing and its discontents
* What the hell is market oriented
* Fast heat : how Korea won the microwave war
* Cold competition : GE wages the refrigator war
Getting the Job Done
* Automation to boost sales and merketing
* The power of unconditional service guarantees
* Exploit your product's service life cycle
* Gray market : causes and cures
Getting the product right
* Customize your product development
* The house of quality
* Manufacturing offshore is bad business
* Product liability : you're more exposed than you think
Building Brands
* Private labels are back in fashion
* Don't discount off-price retailers
* In services, what's in aname
* Brandstanding : Long-lived product promotion
Tactics for retailers
* The double Jeopardy of sales promotions
* A breeze in the face
* Pulling away from push marketing
* Better markeing at the point of purchase
BRANDS (COMMERCE)
MARKETING STRATEGY
PRODUCT DEVELOPMENT
HF5415.2-5415.34
0071033432
IPMI Library
HF5415.2 .H37 1991
00000003186
(General Book)
HF5415.2 .H37 1991
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