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Core curriculum reading
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Reference no. 8191
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2015
Version: 15 April 2015

Abstract

Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this reading shows how effective decision making hinges on marketing intelligence, which is defined as a deep and informed understanding of the relationship among the customer, the marketing environment, and the company's offerings. This reading contains links to five Interactive Illustrations: three on interpreting conjoint analysis results, one on perceptual mapping, and one on A/B testing. Links to two videos (one on market research at P&G and one on a field experiment by a hotel chain) are also included.

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Abstract

Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this reading shows how effective decision making hinges on marketing intelligence, which is defined as a deep and informed understanding of the relationship among the customer, the marketing environment, and the company's offerings. This reading contains links to five Interactive Illustrations: three on interpreting conjoint analysis results, one on perceptual mapping, and one on A/B testing. Links to two videos (one on market research at P&G and one on a field experiment by a hotel chain) are also included.

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