Business Fundamentals are collections of Harvard Business School background materials, which HBS courses and supplemented by self-study aids. This collection of background information (plus one article from Harvard Business Review) addresses basic concepts, issues and terminology in the field of marketing strategy. The collection extends far beyond the field and covers both consumer and industrial goods marketing. The most recently published articles are emphasized. For each element, there is a summary, outl … Read more »

Business Fundamentals are collections of Harvard Business School background materials, which HBS courses and supplemented by self-study aids. This collection of background information (plus one article from Harvard Business Review) addresses basic concepts, issues and terminology in the field of marketing strategy. The collection extends far beyond the field and covers both consumer and industrial goods marketing. The most recently published articles are emphasized. For each element, there is a summary, outline, learning objectives, and a series of questions and exercises. Included are: “Note on Marketing Strategy”, “Note on Low-Tech Marketing Math”, “product policy decisions,” “going to market”, “Designing Distribution Channels”, “Integrated Marketing Communications”, “Pricing: A Value-Based approach “,” Pricing and Market Making on the Internet “and” preventing the premature death of relationship marketing. “
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from
Robert J. Dolan,
Susan Dobscha,
Susan Fournier,
Youngme moon,
David Glen Mick,
V. Kasturi Rangan
132 pages.
Release Date: 4 January 2002. Prod #: 9055-ENG-SBB
Marketing Strategy, Business Fundamentals Series HBR case solution