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Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
21 pages


Successful business strategies are those in which each employee can recite the mission statement and understands how his or her job duties affect it - one cohesive unit in action. Once that is internalized, it follows that marketers must be involved in every stage in the product life cycle, the stages being defined here in relation to the marketer's role in each. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Business philosophy; Business plans; Marketing; Marketing mixes; Marketing strategy

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