Consumer marketing

MARKETING MANAGEMENT SERIES
Business-to-Business Marketing Strategy APRIL 29–MAY 4, 2007 Consumer Marketing Strategy JUNE 4–8, 2007 Strategic Marketing Management JUNE 17–22, 2007 Marketing Innovative Technologies JUNE 17–20, 2007

MAR K E TI N G MANAG E M E NT SERIES 2007
Marketing always has been a critical organizational function, yet the evolving worldwide marketplace has made it evenmore crucial to the sustained performance of companies. Growing demand for customer-centric marketing. Product proliferation and highly sophisticated consumers. Dramatic transformations within the business-to-business marketplace. Increased importance and relevance of innovative technologies. These are among the changes rapidly altering the environment in which marketers of goods and services mustoperate today.

To help executives address current issues and respond to the challenges and opportunities unique to their diverse roles, Harvard Business School (HBS) Executive Education offers the Marketing Management Series. Four complementary programs provide new insights based on cutting-edge research and encourage participants to view the marketing process from fresh, informed perspectives.The ultimate goal of the Marketing Management Series is to keep executives at the forefront of marketing practice.

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DATES: April 29–May 4, 2007 FEE: $7,750 LOCATION: HBS Campus, Boston, MA U.S. FACULTY CHAIR: David B. Godes As the business-to-business marketplace undergoes major transformation, executives responsiblefor marketing and selling their firms’ goods and services must cope with multiple forces that rapidly are changing the environment in which they operate. Business-to-Business Marketing Strategy provides a focused opportunity for mid- and senior-level managers in diverse roles to think about marketing strategy on four levels: the market, the organization, the network, and the individual. Bydelving into the current challenges confronting business-to-business marketers and by examining how diverse firms are coping and competing effectively, participants acquire the know-how to formulate and implement successful marketing strategies in their own business markets. PROGRAM FACULTY: David B. Godes, Das Narayandas, V. Kasturi Rangan, Thomas J. Steenburgh
C O N S U M E R MAR K E TI N G STR ATEGY

STR ATE G IC MAR K E TI N G MANAG E M E NT

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DATES: June 17–22, 2007 FEE: $7,750 LOCATION: HBS Campus, Boston, MA U.S. FACULTY CHAIR: John A. Deighton A firm’s proficiency in understanding markets and creating customer value is a primary determinant of its long-term performance. However, as market structures and communications technologies evolve, executives continually mustformulate and adapt their organizations’ marketing strategies. Strategic Marketing Management examines the marketing discipline and provides a framework for logically thinking about marketing as a value creation process, from market analysis and product positioning to communication and implementation. Exploring the concepts and tools of contemporary marketing management, participants learn to createand manage marketing strategy to deliver goods and services of meaningful customer value. PROGRAM FACULTY: David E. Bell, John A. Deighton, Rohit Deshpandé, Gail J. McGovern, Youngme E. Moon

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DATES: June 4–8, 2007 FEE: $6,500 LOCATION: HBS Campus, Boston, MA U.S. FACULTY CHAIR: Youngme E. Moon Consumer marketing is essentially about making meaning. While the “what” of marketing isimportant, it is the “how” that matters most in today’s world of proliferating products, sophisticated competitors, and savvy consumers. Consumer Marketing Strategy goes beyond conventional marketing approaches, helping marketing practitioners figure out innovative ways to overcome all the noise, garner attention, and attract buyers. Participants acquire new analytical tools that work at the...