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Annual Editions: Marketing 08/09 (2009 Update)

ISBN: 9780073397771 | 0073397776

Edition: 31st
Format: Paperback
Publisher: McGraw-Hill/Dushkin
Pub. Date: 1/25/2008

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Summary Table of Contents

This 2009 Update Edition of ANNUAL EDITIONS: MARKETING 08/09 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, 0073301906 is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website, www.mhcls.com/online.

UNIT 1. Marketing in the 2000's and Beyond Part A. Changing Perspectives 1. 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 . 2. 43122 The World's Most Innovative Companies,Jena McGregor, Business Week , April 24, 2006 Business Week and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves. 3. 35575 The Next 25 Years,Alison Stein ... MOREWellner, 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. 4. 43123 Customers at Work,Peter C. Honebein and Roy F. Cammarano, Marketing Management , January/February 2006 The authors describe ways self-service customers can reduce costs and become co-creators of value. Part B. The Marketing Concept 5. 1374 Marketing Myopia ,Theodore Levitt, Harvard Business Review , September/October 1975 According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industryas 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. 6. 46258 Customer Connection,Anne M. Mulcahy, Leadership Excellence , January 2007 Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives five strategies for focusing on customers . 7. 46259 The Big Opportunity,Krysten Crawford, 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. 8. 40072 Listening to Starbucks,Alison Overholt, 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. Part C. Services & Social Marketing 9. 37825 Surviving in the Age of Rage,Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management , April/May 2004 The authors scrutinize why learning to manage angry customers is a crucial part of today's service landscape. 10. 46260 School Your Customers,Tamara E. Holmes, The Advertiser , August 2006 Marketing executives from PepsiCo to General Mills to The Home Depot are learning that educating consumers about a product category can help build brand loyalty. 11. 46261 Nonprofits Can Take Cues from Biz World,Larry Chiagouris, 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 . Part D. Marketing Ethics & Social Responsibility 12. 43126 Fidelity Factor,Jeff Hess and John W. Story, Marketing Management , November/December 2005 Jeff Hess and John Story discuss the importance of ensuring customer relationships by infusing them with trust. 13. 28029 Trust in the Marketplace,John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000 The authors scrutinize the significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace . 14. 46262 6 Strategies Marketers Use to Get Kids to Want Stuff Bad ,Bruce Horovitz, USA Today Newspaper , November 22, 2006 Near 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. 15. 41140 Wrestling with Ethics,Philip Kotler, Marketing Management , November/December 2004 Philip Kotler grapples with the question, "Is marketing ethics an oxymoron?" UNIT 2. Research, Markets, and Consumer Behavior Part A. Market Research 16. 46263 The Science of Desire,Spencer E. Ante, BusinessWeek , June 5, 2006 As more companies refocus squarely on the consumer , ethnography and its proponents have become star players. 17. 46264 Consumers on the Move,Josh Herman, Direct , June 1, 2006 Josh Herman explains how new technology is addressable advertising across 'all three screens'computer, cable television, and wirelessis ideal for capitalizing on the consistent accuracy of a household-level segmentation system. 18. 43128 Team Spirit,Ed Burghard and Lisa Mackay, Marketing Management , November/December 2004 The authors delineate how teamwork creates brands that change categories and improve lives. 19. 41143 Eight Tips Offer Best Practices for Online MR,Richard Kottler, Marketing News , April 1, 2005 Richard Kottler provides eight tips outlining the best practices for maximizing the efficiency of conducting surveys via the Internet . Part B. Markets and Demographics 20. 43129 A New Age for the Ad Biz,Jonathan Peterson , Los Angeles Times , June 4, 2006 Jonathan Peterson examines why marketers who once focused on youth are trying to entice the graying baby boomer set. 21. 41145 The

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Annual Editions: Marketing 08/09 (2009 Update)

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