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This 2009 Update Edition of ANNUAL EDITIONS: MARKETING 08/09 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, 0073301906 is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website, www.mhcls.com/online.
Table of Contents
Preliminary Contents UNIT 1. Marketing in the 2000's and Beyond Part A. Changing Perspectives 1. 46257 Hot Stuff, Gwen Moran, Entrepreneur , August 2006 Gwen Moran uncovers some hot trends in marketing and suggests ways that these trends should be part of one's marketing mix . 2. 43122 The World's Most Innovative Companies, Jena McGregor, Business Week , April 24, 2006 Business Week and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves. 3. 35575 The Next 25 Years, Alison Stein Wellner, American Demographics , April 2003 Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business. 4. 43123 Customers at Work, Peter C. Honebein and Roy F. Cammarano, Marketing Management , January/February 2006 The authors describe ways self-service customers can reduce costs and become co-creators of value. Part B. The Marketing Concept 5. 1374 Marketing Myopia , Theodore Levitt, Harvard Business Review , September/October 1975 According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industryas 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. 6. 46258 Customer Connection, Anne M. Mulcahy, Leadership Excellence , January 2007 Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives five strategies for focusing on customers . 7. 46259 The Big Opportunity, Krysten Crawford, Business 2.0 , June 2006 Krysten Crawford believes that while overweight consumers want the mass market to respond to their needs, many companies don't want to be seen as enablers of the obesity epidemic. 8. 40072 Listening to Starbucks, Alison Overholt, Fast Company , July 2004 Alison Overholt discusses how there are clear parallels between the way Starbucks developed a new music business and the way Howard Shultz developed the core coffee business. Part C. Services & Social Marketing 9. 37825 Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management , April/May 2004 The authors scrutinize why learning to manage angry customers is a crucial part of today's service landscape. 10. 46260 School Your Customers, Tamara E. Holmes, The Advertiser , August 2006 Marketing executives from PepsiCo to General Mills to The Home