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Marketing network. A web of connections among a company and its supporting stakeholders—customers, employees, suppliers, distributors, and others—with whom it has built profitable business relationships. Today, companies that have the best marketing networks also have a major competitive edge. | Harvard ManageMentor Marketing Essentials Printable Version Page 1 of 70 Topic Overview In this age of relentless innovation and change. successful companies stay ahead of ths competition by making marketing everyone s job. Ta do your part learn how you can turn marketing opportunities into blockbuster products or services. In this topic you ll learn how to develop a marketing orientation analyze market opportunities and turn marketing plans into new offerings that make a difference for your customers and your company. Core Concepts Click here for a definition of marketing ways to analyze market opportunities plan a marketing program launch new products or services and put your marketing program into action and the nature of direct marketing and relationship marketing. Steps Click here to discover the steps for conducting market research. Tips Click here for tips on building a marketing orientation in your group or firm selecting the right marketing-communications mix creating effective advertising designing powerful sales promotions launching a potent online marketing effort and evaluating your group s or firm s sales representatives. Tools Click here for forms and worksheets that help you calculate the lifetime value of a customer perform a SWOT or breakeven analysis fill out a product profile and create a marketing plan. Test Yourself Click here to see how far you ve come in learning about marketing and ways to improve it in your work group or firm. To Learn More If you d like to dig more deeply into this topic click here for an annotated list of helpful resources. Summary This topic helps you http www.harvardmanagementor.com demo demo market print.htm 05 25 2003 Harvard ManageMentor Marketing Essentials Printable Version Page 2 of 70 grasp the basic elements of a marketing strategy and plan create a marketing orientation in your group or firm understand and navigate the steps in the marketing process plan effective marketing programs advertising .
