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Annual Editions : Marketing 07/08,9780073379883

Annual Editions : Marketing 07/08

by
Edition:
29th
ISBN13:

9780073379883

ISBN10:
0073379883
Format:
Paperback
Pub. Date:
10/13/2006
Publisher(s):
McGraw-Hill/Dushkin
List Price: $31.60

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This is the 29th edition with a publication date of 10/13/2006.
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Summary

This Twenty-Ninth 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.mhcls.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
Marketing Outlook 2006
2(6)
The World's Most Innovative Companies
8(5)
Jena McGregor
The Next 25 Years
13(5)
Alison Stein Wellner
Customers at Work
18(4)
Peter C. Honebein
Roy F. Cammarano
The Vanishing Mass Market
22(6)
Anthony Bianco
Part B. The Marketing Concept
Marketing Myopia (with Retrospective Commentary
28(11)
Theodore Levitt
Manage Customer-Centric Innovation---Systematically
39(6)
Larry Selden
Ian C. MacMillan
Best Buy's Giant Gamble
45(3)
Matthew Boyle
Listening to Starbucks
48(5)
Alison Overholt
Part C. Services and Social Marketing
Surviving in the Age of Rage
53(5)
Stephen J. Grove
Raymond P. Fisk
Joby John
Pill Pushers
58(5)
Robert Langreth
Matthew Herper
Part D. Marketing Ethics and Social Responsibility
Wrestling with Ethics
63(5)
Philip Kotler
Trust in the Marketplace
68(3)
John E. Richardson
Linnea Bernard McCord
Fidelity Factor
71(7)
Jeff Hess
John W. Story
UNIT 2 Research, Markets, and Consumer Behavior
Unit Overview
76(2)
Part A. Market Research
A Century of Innovation
78(3)
James M. Pethokoukis
Team Spirit
81(3)
Ed Burghard
Lisa Mackay
Part B. Markets and Demographics
A New Age for the Ad Biz
84(2)
Jonathan Peterson
The Halo Effect
86(3)
Michael Fielding
Kodak Sharpens Digital Focus on Its Best Customers: Women
89(3)
William M. Bulkeley
Kid Power
92(4)
Katy Kelly
Linda Kulman
Part C. Consumer Behavior
You Choose
96(5)
You Lose
George H. Leon
Every Move You Make
101(6)
Linda Tischler
UNIT 3 Developing and Implementing Marketing Strategies
Unit Overview
104(3)
The Very Model of a Modern Marketing Plan
107(8)
Shelly Reese
Part A. Product
Breakaway Brands
115(5)
Al Ehrbar et al.
In Praise of the Purple Cow
120(5)
Seth Godin
He Came. He Sawed. He Took on the Whole Power-Tool Industry
125(4)
Melba Newsome
Part B. Pricing
Customer-Centric Pricing: The Surprising Secret for Profitability
129(7)
Robert G. Cross
Ashutosh Dixit
Mind Your Pricing Cues
136(6)
Eric Anderson
Duncan Simester
Pricing Gets Creative
142(5)
Eric V. Roegner
Michael V. Mam
Craig C. Zawada
Boost Your Bottom Line by Taking the Guesswork Out of Pricing
147(5)
Alison Stein Wellner
Part C. Distribution
The Old Pillars of New Retailing
152(5)
Leonard L. Berry
Upscale Experience
157(3)
Downscale Prices
Kris Hudson
How to Beat Wal-Mart
160(4)
Matthew Maier
Part D. Promotion
Behind the Magic
164(3)
Chris Penttila
The Online Ad Surge
167(3)
Stephen Baker
Stronger Sales in Just 28 Minutes
170(4)
Thomas Mucha
UNIT 4 Global Marketing
Unit Overview
172(2)
Segmenting Global Markets: Look Before You Leap
174(5)
V. Kumar
Anish Nagpal
How China Will Change Your Business
179(5)
Ted C. Fishman
Three Dimensional
184(5)
Masaaki Kotabe
Crystal Jiang
Tech's Future
189(5)
Steve Hamm
Selling to the Poor
194(4)
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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