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Annual Editions: Marketing 11/12
by Richardson, JohnEdition:
34th
ISBN13:
9780073528649
ISBN10:
0073528641
Format:
Paperback
Pub. Date:
1/19/2011
Publisher(s):
McGraw-Hill/Dushkin
List Price: $47.93
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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, José 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. |
