Annual Editions: Marketing 08/09

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  • Edition: 30th
  • Format: Paperback
  • Copyright: 2007-09-05
  • Publisher: McGraw-Hill/Dushkin
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This Thirtieth Edition of ANNUAL EDITIONS: MARKETING provides convenient, inexpensive access to current articles selected from the best of the public press. Organizational features include: an annotated listing of selected World Wide Web sites; an annotated table of contents; a topic guide; a general introduction; brief overviews for each section; a topical index; and an instructor's resource guide with testing materials. USING ANNUAL EDITIONS IN THE CLASSROOM is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website, www.mhcls.com/online.

Table of Contents

Marketing in the 2000s and Beyond
Changing Perspectives
46257 Hot Stuff,Gwen Moran, Entrepreneur , August 2006 Gwen Moran uncovers some hot trends in marketing and suggests ways that these trends should be part of one’s marketing mix
43122 The World’s Most Innovative Companies
Business Week , April 24, 2006 BusinessWeek and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves
35575 The Next 25 Years
American Demographics , April 2003 Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business
43123 Customers at Work
Marketing Management , January/February 2006 The authors describe
ways self-service customers can reduce costs and become co-creators of value
The Marketing Concept
1374 Marketing Myopia,Theodore Levitt
September/October 1975 According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry—as the histories of the railroad, movie, and oil industries show
To survive, he says, a company must learn to apply the marketing concept: to think of itself not as producing goods or services, but as buying customers
46258 Customer Connection
Leadership Excellence , January 2007 Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives five strategies for focusing on customers
46259 The Big Opportunity
Business 2.0 , June 2006 Krysten Crawford believes that while overweight consumers want the mass market to respond to their needs, many companies don’t want to be seen as enablers of the obesity epidemic
40072 Listening to Starbucks
Fast Company , July 2004 Alison Overholt discusses how there are clear parallels between the way Starbucks developed a new music business and the way Howard Shultz developed the core coffee business
Services & Social Marketing
37825 Surviving in the Age of Rage
scrutinize why learning to manage angry customers is a crucial part of today’s service landscape
46261 Nonprofits Can Take Cues from Biz World
Marketing News , July 15, 2006 Nonprofits are more likely to succeed if their target audiences know who they are and what they stand for
In other words, according to Larry Chiagouris, nonprofits must have a carefully developed brand
Marketing Ethics & Social Responsibility
43126 Fidelity Factor
Management , November/December 2005
discuss the importance of ensuring customer relationships by infusing them with trust
28029 Trust in the Marketplace
significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace
46262 6 Strategies Marketers Use to Get Kids to Want Stuff Bad
Christmas and the holiday season, according to Bruce Horovitz
marketers will try to prod and cajole kids into buying their stuff. Holiday hype has reached a point where parents need a tip sheet to know what to watch for to shield their kids, and themselves
41140 Wrestling With Ethics
Management , November/December 2004 Philip Kotler grapples with the question
“Is marketing ethics an oxymoron?”
Research, Markets, and Consumer Behavior
Market Research
46263 The Science of Desire
June 5, 2006 As more companies refocus squarely on the consumer , ethnography and its proponents have become star players
43128 Team Spirit,Ed Burghard
Management , November/December 2004
The authors delineate how teamwork creates brands that change categories and improve lives
41143 Eight Tips Offer Best Practices for Online MR
tips outlining the best practices for maximizing the efficiency of conducting surveys via the Internet
Markets and Demographics
43129 A New Age for the Ad Biz
June 4, 2006 Jonathan Peterson examines why marketers who once focused on youth are trying to entice the graying baby boomer set
41145 The Halo Effect
Marketing News , February 1, 2005 Michael Fielding demonstrates why Christian consumers are a bloc that matters to all marketers
46266 Gen Y Sits on Top of Consumer Food Chain
USA Today Newspaper , October 11, 2006 New research reveals that Generation Y —those born from 1982 to 2000—are showing clout with car, clothing, and other retail sales surpassing all previous generations
Consumer Behavior
43131 You Choose, You Lose
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