What is included with this book?
Preface | p. ix |
Acknowledgment | p. xiii |
Marketing Careers in the Twenty-first Century | p. 1 |
The Internet revolution | |
Evolution of the field of marketing Scope of the marketing field | |
Overview of marketing careers Trends affecting marketing careers | |
E-commerce and global marketing | |
A career in marketing | |
Additional sources of information | |
Careers in Marketing Research | p. 19 |
The marketing research process | |
Work of marketing researchers Marketing research online | |
Positions in marketing research Opportunities in marketing research | |
Additional sources of information | |
Careers in Product Development | p. 41 |
The importance of product development | |
Complex production and multifaceted global markets | |
The electronic goods and services revolution | |
New kinds of economic needs | |
PDMA awards for innovative product development | |
Drivers of newproduct development | |
Product development dimensions and process | |
The importance of brands | |
Brand information online Related work of product and brand managers | |
Product recalls Product management teams | |
Packaging, distribution, and promotion | |
Opportunities in product management | |
Additional sources of information | |
Careers in Advertising and Sales Promotion | p. 63 |
The traditional image | |
Changing speed-from fast to warp Relationship of advertising and sales promotion | |
The evolution of advertising | |
Advertising strategy | |
Where advertising professionals are employed | |
Careers in advertising agencies Truth in advertising | |
Job requirements and career paths | |
Types of sales promotion | |
Positions in sales promotion | |
Online advertising and promotion | |
Expanding range of e-channels Opportunities for advertising and sales promotion professionals Employment outlook | |
Additional sources of information | |
Careers in Public Relations and Customer Service | p. 89 |
The value of public relations | |
Spin, damage control, and ethics The role of public relations in sales promotion | |
The nature of public relations work | |
Education and personal requirements Opportunities in public relations | |
Sources of professional information | |
The importance of customer service in today's economy | |
Customer service sales | |
Technology and customer service | |
Additional source of information | |
Careers in Industrial, Wholesale, and Direct Sales | p. 103 |
The sales professional | |
The nature of sales work | |
Industrial sales and wholesaling | |
E-commerce and online technologies The growth of direct marketing | |
Direct selling | |
Direct response retailing | |
Database marketing | |
Teleservices | |
Catalog retailing Direct mail | |
Opportunities for sales representatives | |
Additional sources of information | |
Careers in Retailing | p. 121 |
Trends in retailing | |
Applying advanced technology and e-commerce | |
Retail sales | |
Sales management | |
Merchandise buying and management | |
Opportunities in retailing | |
Additional sources of information | |
Careers in Marketing Management | p. 135 |
The restructuring of corporate management | |
Marketing managers | |
Middle managers and supervisors | |
Succeeding in management | |
Attracting a mentor | |
Women in management Chief executive officers | |
Resources for managers | |
Opportunities for managers | |
Management compensation | |
Careers in Global Marketing | p. 147 |
The impact of foreign competition on U.S. corporations Consumer demand and its impact on global marketing | |
How companies are involved in foreign markets | |
More about careers in global marketing | |
Global e-commerce and teleservices Opportunities in global marketing | |
Additional sources of information | |
Careers in Education, Consulting, Entrepreneurship, and Franchising | p. 157 |
Marketing education | |
Marketing consulting | |
Additional sources of information for consultants | |
Online job services for independent contractors | |
Entrepreneurship | |
Additional sources of information for small businesses | |
Franchising | |
Sources of information on franchises | |
Economic Trends and Their Impact on Marketing Careers | p. 175 |
Services marketing | |
Changes in the American economy and business | |
The impact of changing technology | |
Effects of the Internet economy on marketing | |
Changes in lifestyles and values The job market | |
Trends in employment and compensation | |
Beginning a Successful Career in Marketing | p. 185 |
Getting the best education | |
Gaining the necessary experience Defining career objectives | |
Locating jobs | |
Gaining company information | |
The resume | |
Preparing for the interview | |
The interview | |
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