Wiley Pathways Marketing

ISBN-13: 9780471790792 / Angielski / Miękka / 2006 / 376 str.

Alexander Hiam; Linda Rastelli

Opis

You can get there

Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path.

Wherever you want to go, Marketing will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you learn fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book's brief, modular format and variety of built-in learning resources enable you to learn at your own pace and focus your studies.

With this book, you will be able to:
* Develop an effective marketing plan designed to reach your target audience.
* Assess buying factors and estimate marketing effectiveness in buying situations.
* Learn how to segment and target markets.
* Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods.
* Develop and manage products, and learn how to use product packaging and labeling to your advantage.
* Make the most of marketing channels.
* Implement merchandising and direct marketing strategies.
* Understand the factors to consider when setting prices.
* Pump up marketing communications with great visuals, writing, and attention-getting strategies.
* Choose the best possible advertising options for your marketing plan.
* Learn how to handle public relations tasks, prepare reasonable impact scenarios, and use press releases to tell a story.
* Use the internet to market your products.

Wiley Pathways helps you achieve your goals

When it comes to learning about business, not everyone is on the same path. But everyone wants to succeed. The new Wiley Pathways series in Business helps you achieve your goals with its brief, inviting format, clear language, and focus on core competencies and skills.

The books in this series--Business Communication, Finance, Marketing, Business Math, and Real Estate--offer a coordinated curriculum for learning business. Learn more at www.wiley.com/go/pathways.

Spis treści

Part I Business Marketing

1. Making Marketing Happen 1

2. The Marketing Plan 19

Part II Analyzing Marketing Opportunities

3. Knowing Consumers 47

4. Segmenting and Targeting Markets 71

5. Marketing Research 95

Part III Product and Distribution

6. Developing and Managing Products 118

7. Marketing Channel Management 145

8. Retailing 171

9. Pricing 195

Part IV Advertising and Promotion

10. Marketing Communications and Personal Selling 221

11. Advertising 248

12. Publicity, Public Relations, and Sales Promotions 276

13. Internet Marketing 296

Glossary 321

Index 335

O autorze

Alexander Hiam, MBA, is a corporate consultant whose clients include many Fortune 500 companies. He has written numerous books and taught advertising and marketing at the University of Massachusetts at Amherst.

Linda G. Rastelli (Middletown, NJ) has been a professional journalist for 18 years, and has a background in education (MA from Columbia University).