Annual Editions: Marketing 10/11

by RICHARDSON

Edition:

33rd

ISBN13:

9780073528595

ISBN10:

0073528595

Format:

Paperback

Pub. Date:

1/22/2010

Publisher(s):

McGraw-Hill/Dushkin

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Summary

Annual Editions is a series of over 65 volumes, each 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. The Annual Editions volumes have a number of common organizational features designed to make them particularly useful in the classroom: a general introduction; an annotated table of contents; a topic guide; an annotated listing of selected World Wide Web sites; and a brief overview for each section. Each volume also offers an online Instructor's Resource Guide with testing materials. Using Annual Editions in the Classroom is the general instructor's guide for our popular Annual Editions series and is available in print (0073301906) or online. Visit www.mhcls.com for more details..

Preface
Correlation Guide
Topic Guide
Internet References
Marketing in the 2000s and Beyond
Unit Overview
Changing Perspectives
Hot Stuff: Make These Top Trends Part of Your Marketing Mix
The World’s Most Innovative Companies
Unmarketables
The Secrets of Marketing in a Web 2.0 World, Salvatore Parise
The Branding Sweet Spot
The Marketing Concept
Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty
When Service Means Survival
Customer Connection
Add Service Element Back in to Get Satisfaction
Services and Social Marketing
Beyond Products
Attracting Loyalty: From All the New Customers
School Your Customers
Service with a Style
Nonprofits Can Take Cues from Biz World: Branding Roadmap Shapes Success
Marketing Ethics and Social Responsibility
The Rise of Trust and Authenticity
Trust in the Marketplace
Wrestling with Ethics: Is Marketing Ethics an Oxymoron?
Research, Markets, and Consumer Behavior
Unit Overview
Market Research
The Science of Desire
Eight Tips Offer Best Practices for Online MR
Consumers on the Move: Improved Technology Should Help Marketers Reach Prospects-Wherever They May Be
Bertolli’s Big Bite: How a Good Meal Fed a Brand’s Fortunes
Markets and Demographics
Youth Marketing, Galvanized: Media & Marketers Diversify to Reach a Mercurial Market
Wooing Luxury Customers
The Incredible Shrinking Boomer Economy
It’s Cooler than Ever to Be a Tween
The Payoff from Targeting Hispanics
Consumer Behavior
Sowing the Seeds
Developing and Implementing Marketing Strategies
Unit Overview
The Very Model of a Modern Marketing Plan
Making Inspiration Routine
Product
Surveyor of the Fittest
Berry, Berry Ambitious
Pricing
Rocket Plan
Where Discounting Can Be Dangerous
Distribution
Big Retailers Seek Teens (and Parents)
In Lean Times, Retailers Shop for Survival Strategies
Promotion
Get Noticed
20 Highlights in 20 Years: Making Super Bowl Ad History Is No Easy Feat
Best and Worst Marketing Ideas . . . Ever
Global Marketing
Unit Overview
Three Dimensional
Brand Loyalty Goes Global
Fisher-Price Game Plan: Pursue Toy Sales in Developing Markets
Unlocking the Cranberry Mystique
Glossary
Test-Your-Knowledge Form
Article Rating Form
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