Careers in Marketing

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2008-10-14
  • Publisher: McGraw-Hill Education
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Expert guidance on exploring and choosing the perfect jobWhether you're already a college student or are ready to go back to school, this series explores specific areas of interest and helps you determine which job in that field suits you. Breaks down specific educational requirements and additional training Surveys the salaries and job opportunities to help seekers find the perfect match

Table of Contents

Prefacep. ix
Acknowledgmentp. xiii
Marketing Careers in the Twenty-first Centuryp. 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 Researchp. 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 Developmentp. 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 Promotionp. 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 Servicep. 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 Salesp. 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
Catalog retailing Direct mail
Opportunities for sales representatives
Additional sources of information
Careers in Retailingp. 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 Managementp. 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 Marketingp. 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 Franchisingp. 157
Marketing education
Marketing consulting
Additional sources of information for consultants
Online job services for independent contractors
Additional sources of information for small businesses
Sources of information on franchises
Economic Trends and Their Impact on Marketing Careersp. 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 Marketingp. 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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