9780073528649

Annual Editions: Marketing 11/12

by
  • ISBN13:

    9780073528649

  • ISBN10:

    0073528641

  • Edition: 34th
  • Format: Paperback
  • Copyright: 1/19/2011
  • Publisher: McGraw-Hill/Dushkin
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Summary

TheAnnual Editionsseries is 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 Editionsare 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. TheAnnual Editionsvolumes 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 onlineInstructor's Resource Guidewith testing materials.Using Annual Editions in the Classroomis a general guide that provides a number of interesting and functional ideas for usingAnnual Editionsreaders in the classroom. Visit www.mhhe.com/annualeditions for more details.

Table of Contents

Preface
Correlation Guide
Topic Guide
Internet References
Marketing in the 2000s and Beyond
Overview
Changing Perspectives
Hot Stuff
Evolve, Chris Penttila, Entrepreneur, May 2009
The Unmarketables
Six Strategies for Successful Niche Marketing
The Secrets of Marketing In a Web 2.0 World
The Branding Sweet Spot
The Marketing Concept
Putting Customers First: Nine Surefire Ways to Increase Brand Loyalty
Making the Most of Customer Complaints
When Service Means Survival
Become the Main Attraction
Services & Social Marketing
Beyond Products
Imaginative Service
Service with a Style
Come on Down!
Marketing Ethics & Social Responsibility
Honest Innovation
Trust in the Marketplace
Green Fallout
Research, Markets, and Consumer Behavior
Overview
Market Research
What Post-Recession Behavior Means for Marketers Today
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
It's Cooler Than Ever to be a Tween
Consumer Behavior
Sowing the Seeds
A Shift in Meaning for ‘Luxury’
Developing and Implementing Marketing Strategies
Overview
The Very Model of a Modern Marketing Plan
Product
Surveyor of the Fittest
Brand Integrity
Everybody Loves Zappos
Pricing
Rocket Plan
Distribution
Big Retailers Seek Teens (and Parents)
In Lean Times, Retailers Shop for Survival Strategies
Williams-Sonoma's Secret Sauce
Promotion
10 Brilliant Marketing Ideas
As Seen on TV-And Sold at Your Local Store
20 Highlights in 20 Years: Making Super Bowl Ad History Is No Easy Feat
Best and Worst Marketing Ideas . . . Ever
Global Marketing
Emerging Lessons, Josť Antonio Rosa
Three Dimensional
After Early Errors, Wal-Mart Thinks Locally to Act Globally
Test-Your-Knowledge Form
Article Rating Form
Table of Contents provided by Publisher. All Rights Reserved.

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