Rent 9780073528526 | Annual Editions: Marketing 09/10

Summary Table of Contents

Annual Editions is a series of over 65 volumes, each 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 Editions are 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. The Annual Editions volumes 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 online Instructor's Resource Guide with testing materials. Using Annual Editions in the Classroom is the general instructor's guide for our popular Annual Editions series and is available in print (0073301906) or online. Visit www.mhcls.com for more details..

Preface
Correlation Guide
Topic Guide
Internet References
Marketing in the 2000s and Beyond Unit Overview Part A.Changing Perspectives
Hot Stuff,Gwen Moran,Entrepreneur,August 2006 Gwen Moran uncovers some hot trends in marketing and suggests how these trends should be part of one'smarketing mix.
The World's Most Innovative Companies,Jena McGregor,BusinessWeek,April 24, 2006 B... MORE
How the Creative Stay Creative,Leigh Buchanan,Inc.,June 2008 Innovative companiesrequire innovative people. Leigh Buchanan asked some of the nation's top innovative consultants how they do it in their own shop.
Avoiding Green Marketing Myopia,Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartman,Environment,June 2006 The authors delineate thatgreen marketingmust satisfy two objectives: improvedenvironmental qualityandcustomer satisfaction.
Doing Whatever Gets Them in the Door,Jane Porter and Burt Helm,BusinessWeek,June 19, 2008 This article discloses that merchants are going back to basicsn++cuttingprices,broadeningproduct lines,and even teaming up. Part B.The Marketing Concept
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 industryn++as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply themarketing concept:to think of itself not as producing goods or services, but as buying customers.
Putting Customers First,Kyle LaMalfa,Sales & Marketing Management,January/February 2008 Kyle LaMalfa explores nine surefire ways to increasecustomers' brand loyalty.
Customer Connection,Anne M. Mulcahy,Leadership Excellence,January 2007 Anne Mulcahy, as chairman and CEO of Xerox Corporation, gives fivestrategiesfor focusing oncustomers.
Add Service Element Back in to Get Satisfaction,Todd Polifka,Marketing News,May 1, 2007 Todd Polifka believes that many companies seem to have forgotten about two most important concomitants-customer satisfactionandcustomer service. Part C.Services and Social Marketing
School Your Customers,Tamara E. Holmes,The Advertiser,August 2006 Marketing executives from PepsiCo to General Mills to The Home Depot are learning that educatingconsumersabout aproductcategory can help buildbrandloyalty.
Surviving in the Age of Rage,Stephen J. Grove, Raymond P. Fisk, and Joby John,Marketing Management,March/April 2004 The authors scrutinize why learning to manage angrycustomersis a crucial part of today'sservicelandscape.
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