Annual Editions: Marketing 12/13

Revised
ISBN: 978-0-07-352870-0
Verlag: Dushkin Publishing

Buch, Englisch, 192 Seiten, Format (B × H): 206 mm x 272 mm, Gewicht: 340 g

Reihe: Annual Editions: Marketing

The Annual Editions series is designed to provide convenient, inexpensive access to a wide range of current articles from some of the most respected magazines, newspapers, and journals published today. Annual Editions are updated on a regular basis through a continuous monitoring of over 300 periodical sources. The articles selected are authored by prominent scholars, researchers, and commentators writing for a general audience. Annual Editions volumes have a number of organizational features designed to make them especially valuable for classroom use: a general introduction; an annotated table of contents; a topic guide; an annotated listing of supporting World Wide Web sites; Learning Outcomes and a brief overview at the beginning of each unit; and a Critical Thinking section at the end of each article. Each volume also offers an online Instructor's Resource Guide with testing materials. Using Annual Editions in the Classroom is a general guide that provides a number of interesting and functional ideas for using Annual Editions readers in the classroom. Visit www.mhhe.com/annualeditions for more details.

Autoren/Hrsg.

Richardson, John

Bahnan, Nisreen N.

Bahnan, Nisreen

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Annual Editions: Marketing 12/13, Thirty-Fifth EditionPrefaceSeriesCorrelation GuideTopic GuideInternet ReferencesUnit 1: Marketing in the 2000s and BeyondOverviewPart A. Changing Perspectives1. Hot Stuff: Make These Top Trends Part of Your Marketing Mix, Gwen Moran, Entrepreneur, August 2006Gwen Moran uncovers some hot trends in marketing and suggests ways that these trends should be part of one's marketing mix.2. Evolve, Chris Penttila, Entrepreneur, May 2009Chris Penttila provides seven ways game changers can pull levers that affect a market or create an entirely new one.3. The Unmarketables, Piet Levy, John N. Frank, and Allison Enright, Marketing News, July 30, 2009For brands and businesses that have fallen out of favor with customers, marketers have to craft messages and promotions that can revitalize lackluster images.4. Six Strategies for Successful Niche Marketing, Eric K. Clemons, Paul F. Nunes, and Matt Reilly, The Wall Street Journal, May 23, 2010The article supplies thoughtful ideas of how to become successful in niche marketing.5. The Secrets of Marketing in a Web 2.0 World, Salvatore Parise, Patricia J. Guinan, and Bruce D. Weinberg, The Wall Street Journal, December 15, 2008Consumers are flocking to blogs, social-networking sites, and virtual worlds. Unfortunately, according to the authors, they are leaving a lot of marketers behind.6. The Branding Sweet Spot, Kevin Lane Keller and Frederick E. Webster, Jr., Marketing Management, July/August 2009One of the realities of modern brand marketing is that many of the decisions that marketers make with respect to their brands are seemingly characterized by conflicting needs.Part B. The Marketing Concept7. Marketing Myopia (with Retrospective Commentary), Theodore Levitt, Harvard Business Review, September/October 1975According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry—as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply the marketing -concept: to think of itself not as producing goods or services, but as buying customers.8. Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty, Kyle LaMalfa, Sales & Marketing Management, January/February 2008Kyle LaMalfa explores nine surefire ways to increase customers' brand loyalty.9. Making the Most of Customer Complaints, Stefan Michel, David Bowen, and Robert Johnston, The Wall Street Journal, September 22, 2008Customers are constantly judging companies for service failures large and small, from a glitch-ridden business-software company to a hamburger served cold.10. When Service Means Survival, Jena McGregor, Bloomberg BusinessWeek, March 2, 2009Keeping customers happy is more critical than ever. Service champs economize on everything but TLC.11. Become the Main Attraction, Piet Levy, Marketing News, July 30, 2010Piet Levy gives some good suggestions for successful event marketing.Part C. Services and Social Marketing12. Beyond Products, Stephen W. Brown, Anders