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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