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.
Harvard Business Review (HBR) is a general management books published by Harvard Business Publishing, a wholly owned subsidiary of Harvard University. HBR's articles cover a wide range of topics that are relevant to different industries, management functions, and geographic locations. These focus on such areas as leadership, organizational change, negotiation, strategy, operations, marketing, finance, and managing people.
Harvard Business Review has been the frequent publishing home for scholars and management thinkers such as Clayton M. Christensen, Peter F. Drucker, Michael E. Porter, Rosabeth Moss Kanter, John Hagel III, Thomas H. Davenport, Gary Hamel, C.K. Prahalad, Vijay Govindarajan, Robert S. Kaplan, Rita Gunther McGrath and others. Management concepts and business terms such as Balanced scorecard, Core competence, Strategic intent, Reengineering, Globalization, Marketing myopia, and Glass ceiling were all first given prominence in HBR.