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Annual Editions: Marketing 06/07,9780073528366

Annual Editions: Marketing 06/07

by
Edition:
28th
ISBN13:

9780073528366

ISBN10:
0073528366
Format:
Paperback
Pub. Date:
11/2/2005
Publisher(s):
McGraw-Hill/Dushkin
List Price: $26.40
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Summary

This twenty-eighth edition of ANNUAL EDITIONS: MARKETING provides convenient, inexpensive access to current articles selected from the best of the public press. Organizational features include: an annotated listing of selected World Wide Web sites; an annotated table of contents; a topic guide; a general introduction; brief overviews for each section; a topical index; and an instructor's resource guide with testing materials. USING ANNUAL EDITIONS IN THE CLASSROOM is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website, www.dushkin.com/online.

Table of Contents

Preface iv
Topic Guide x
Internet References xiv
UNIT 1 Marketing in the 2000s and Beyond
Unit Overview
xvi
Part A. Changing Perspectives
The Next 25 Years
2(5)
Alison Stein Wellner
The 5 Lessons of 2004
7(4)
Michael V. Copeland
The Vanishing Mass Market
11(6)
Anthony Bianco
Power at Last, Crowned at Last
17(5)
Paul Markillie
Brand Killers
22(4)
Matthew Boyle
Choosing the Right Green Marketing Strategy
26(6)
Jill Meredith Ginsberg
Paul N. Bloom
Part B. The Marketing Concept
Marketing Myopia (With Retrospective Commentary)
32(10)
Theodore Levitt
Why Customer Satisfaction Starts With HR
42(4)
Patrick J. Kiger
Start With the Customer
46(2)
Stephen W. Brown
From Understanding to Action
48(5)
David C. Swaddling
Charles Miller
Listening to Starbucks
53(6)
Alison Overholt
Part C. Services & Social Marketing
Surviving in the Age of Rage
59(6)
Stephen J. Grove
Raymond P. Fisk
Joby John
Teach Your Buyers Well
65(4)
Kevin Oakes
Part D. Marketing Ethics & Social Responsibility
Trust in the Marketplace
69(3)
John E. Richardson
Linnea Bernard McCord
Wrestling With Ethics
72(5)
Philip Kotler
The Right Balance
77(5)
Jennifer Gilbert
UNIT 2 Research, Markets, and Consumer Behavior
Unit Overview
80(2)
Part A. Market Research
On Target
82(3)
Isabella Trebond
Eight Tips Offer Best Practices for Online MR
85(2)
Richard Kottler
Part B. Markets and Demographics
What Lies Beneath
87(2)
Chris Penttila
The Halo Effect
89(3)
Michael Fielding
Kid Power
92(4)
Katy Kelly
Linda Kulman
Marketing Surprise: Older Consumers Buy Stuff, Too
96(3)
Kelly Greene
Part C. Consumer Behavior
Defining Moments: Segmenting by Cohorts
99(5)
Charles D. Schewe
Geoffrey E. Meredith
Stephanie M. Noble
Tough Love
104(6)
Justin Berzon
UNIT 3 Developing and Implementing Marketing Strategies
Unit Overview
108(2)
The Very Model of a Modern Marketing Plan
110(9)
Shelly Reese
Part A. Product
Have It Your Way
119(3)
Melanie Wells
Cult Brands
122(4)
In Praise of the Purple Cow
126(6)
Seth Godin
Part B. Pricing
Kamikaze Pricing
132(8)
Reed K. Holden
Thomas T. Nagle
Mind Your Pricing Cues
140(6)
Eric Anderson
Duncan Simester
Which Price is Right?
146(5)
Charles Fishman
Part C. Distribution
The Old Pillars of New Retailing
151(6)
Leonard L. Berry
How to Beat Wal-Mart
157(4)
Matthew Maier
Part D. Promotion
Got Advertising That Works?
161(4)
Jeff Manning
Kevin Lane Keller
The Online Ad Surge
165(4)
Stephen Baker
Stronger Sales in Just 28 Minutes
169(5)
Thomas Mucha
UNIT 4 Global Marketing
Unit Overview
172(2)
Segmenting Global Markets: Look Before You Leap
174(5)
V. Kumar
Anish Nagpal
International Marketing Research: A Management Briefing
179(9)
Tim R. V. Davis
Robert B. Young
Tech's Future
188(5)
Steve Hamm
Selling to the Poor
193(5)
Allen L. Hammond
C. K. Prahalad
Glossary 198(5)
Index 203(3)
Test Your Knowledge Form 206(1)
Article Rating Form 207


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