Going to Market 1st Edition by Robert Dolan, Harvard University, Harvard Business School
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Authors:Robert J. Dolan; Harvard University. Harvard Business School , Series:Management [36] , Tags:Marketing , Author sort:Dolan, Robert J. & School, Harvard University. Harvard Business , Ids:Google , Languages:Languages:eng , Published:Published:Nov 1999 , Publisher:Harvard Business School , Comments:Comments:As defined in the Note on Marketing Strategy (598-061), the marketing channel is the set ofmechanisms or network via which a firm “goes to market.†Figure A shows four major classes offunctions this network typically serves. The channel first has to generate demand for aproduct/service, then fulfill that demand and provide for after-the-sale service. Finally, the channeloften serves a useful function in transmitting feedback from the customer base back to themanufacturer.
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Author: Robert J. Dolan; Harvard University. Harvard Business School
“Going to Market” (1st Edition) by Robert Dolan, a professor at Harvard University and the Harvard Business School, is a comprehensive guide focusing on the strategic and practical aspects of marketing in a business context. The book provides valuable insights into the process of taking a product or service to market, addressing the key challenges and decisions involved in successful market entry and growth
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