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Table of Contents
|Marketing in the 2000s and Beyond Unit Overview Part A.Changing Perspectives|
|Hot Stuff,Gwen Moran,Entrepreneur,August 2006 Gwen Moran uncovers some hot trends in marketing and suggests how these trends should be part of one'smarketing mix.|
|The World's Most Innovative Companies,Jena McGregor,BusinessWeek,April 24, 2006 BusinessWeekand the Boston Consulting Group rank the mostinnovativecompanies and elucidate how their creativity goes beyondproductsto rewiring themselves.|
|How the Creative Stay Creative,Leigh Buchanan,Inc.,June 2008 Innovative companiesrequire innovative people. Leigh Buchanan asked some of the nation's top innovative consultants how they do it in their own shop.|
|Avoiding Green Marketing Myopia,Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartman,Environment,June 2006 The authors delineate thatgreen marketingmust satisfy two objectives: improvedenvironmental qualityandcustomer satisfaction.|
|Doing Whatever Gets Them in the Door,Jane Porter and Burt Helm,BusinessWeek,June 19, 2008 This article discloses that merchants are going back to basicsn++cuttingprices,broadeningproduct lines,and even teaming up. Part B.The Marketing Concept|
|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 industryn++as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply themarketing concept:to think of itself not as producing goods or services, but as buying customers.|
|Putting Customers First,Kyle LaMalfa,Sales & Marketing Management,January/February 2008 Kyle LaMalfa explores nine surefire ways to increasecustomers' brand loyalty.|
|Customer Connection,Anne M. Mulcahy,Leadership Excellence,January 2007 Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives fivestrategiesfor focusing oncustomers.|
|Add Service Element Back in to Get Satisfaction,Todd Polifka,Marketing News,May 1, 2007 Todd Polifka believes that many companies seem to have forgotten about two most important concomitants-customer satisfactionandcustomer service. Part C.Services and Social Marketing|
|School Your Customers,Tamara E. Holmes,The Advertiser,August 2006 Marketing executives from PepsiCo to General Mills to The Home Depot are learning that educatingconsumersabout aproductcategory can help buildbrandloyalty.|
|Surviving in the Age of Rage,Stephen J. Grove, Raymond P. Fisk, and Joby John,Marketing Management,March/April 2004 The authors scrutinize why learning to manage angrycustomersis a crucial part of today'sservicelandscape.|
|Table of Contents provided by Publisher. All Rights Reserved.|