15.812 Marketing Management, Fall 2002

Author(s)
Frederick, Shane
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Alternative title
Marketing Management
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Abstract
This course is an introduction to marketing: the study or practice of providing goods or services that satisfy human desires. To illustrate and discuss marketing concepts, we will read articles from scientific journals, chapters from marketing textbooks, newspaper clippings, and selections from popular literature. We will also use case studies to illustrate marketing principles and to apply marketing concepts to the real world. These case studies will involve a wide variety of products, including flowers, computer software, power tools, watches, and even contact lenses for chickens (seriously).
Date issued
2002-12
URI
http://hdl.handle.net/1721.1/104055
Department
Sloan School of Management
Other identifiers
15.812-Fall2002
local: 15.812
local: IMSCP-MD5-2a73cf4518bd478b0aa340b02889c84e
Keywords
marketing, customer, segmenting, market research, consumer behavior, advertising, ethics, competition, pricing
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