Publications
Publications
- June 1984 (Revised July 1985)
- HBS Case Collection
The Marketing Process
Abstract
Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing.
Keywords
Citation
Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)