Annual Editions: Marketing 04/05 - Brossura

Richardson, John E

Brossura

ISBN 10: 0072861304 ISBN 13: 9780072861303

Casa editrice: McGraw-Hill Higher Education, 2003

Riassunto

The articles selected for this twenty-sixth edition of Annual Editions: Marketing, address marketing theory and application in a wide range of industries. In addition, they reveal how several firms interpret and utilize marketing principles in their daily operations and corporate planning.This title is supported by our student web site, Dushkin Online, www.dushkin.com/online

Su questo libro

Contenuti

UNIT 1. Marketing in the 2000s and Beyond

Part A. Changing Perspectives

1. The Next 25 Years, Alison Stein Wellner, 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.

2. High Performance Marketing, Jagdish N. Sheth and Rajendra S. Sisodia, Marketing Management, September/October 2001

The authors discuss why marketers need to start thinking in new and creative ways about everything in their domain— markets, customers, budgets, organizational structures, information, and incentives.

3. Marketing High Technology: Preparation, Targeting, Positioning, Execution, Chris Easingwood and Anthony Koustelos, Business Horizons, May/June 2000

The authors delineate a range of strategies that are available to savvy marketing managers taking a shot at launching the latest technology.

4. The Customer Profitability Conundrum: When to Love ’em or Leave ’em, strategy+business, October 4, 2002

This article describes why it is sometimes necessary to identify and get rid of your worst customers—preferably by encouraging such customers, gently but firmly, to migrate to your competitors.

5. Entrepreneurs’ Biggest Problems—and How They Solve Them, Paulette Thomas, Wall Street Journal, March 17, 2003

Paulette Thomas projects that a clear strategy, flexibility, realism, and passion will be the salient ingredients of successful entrepreneurship both today and in the years ahead.

Part B. The Marketing Concept

6. Marketing Myopia (With Retrospective Commentary), 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 industry—as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply this marketing concept: to think of itself not as producing goods or services but as buying customers.

7. Why Customer Satisfaction Starts With HR, Patrick J. Kiger, Workforce, May 2002

This article reveals convincing evidence that HR drives customer satisfaction—and corporate revenues—by careful attention to who is hired, how they are trained, how they are coached, and how they are treated on the job.

8. Start With the Customer, Stephen W. Brown, Marketing Management, January/February 2003

Stephen Brown argues that top-performing service companies always put the customer first.

9. What Drives Customer Equity, Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml, Marketing Management, Spring 2001

The article discloses why customer equity is certain to be the most important determinant of the long-term value of the firm.

Part C. Services and Social Marketing

10. Services Communications: From Mindless Tangibilization to Meaningful Messages, Banwari Mittal, The Journal of Services Marketing, Volume 16, Number 5, 2002

Banwari Mittal suggests that service businesses face a unique challenge: how to effectively communicate the intangible necessary benefits of their service offering.

11. Why Service Stinks, Diane Brady, Business Week, October 23, 2000

Diane Brady reveals how companies’ customer services often focus on the elite or high-roller consumers—and put the rest on hold.

Part D. Marketing Ethics and Social Responsibility

12. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000

The authors underscore 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.

13. A Matter of Trust, Jennifer Gilbert, Sales & Marketing Management, March 2003

According to a recent survey, 83 percent of 220 respondents said they train their sales reps to sell their companies’ ethics and integrity along with their products and services.

UNIT 2. Research, Markets, and Consumer Behavior

Part A. Market Research

14. A Different Approach for Developing New Products or Services, Robert Brass, M World, Winter 2003

Robert Brass discusses why the key to success in new product development is well-focused brainstorming sessions.

15. Product by Design, David J. Lipke, American Demographics, February 2001

David Lipke describes how an increasingly popular research technique helps marketers and consumers get what they really want.

16. Surviving Innovation, Kevin J. Clancy and Peter C. Krieg, Marketing Management, March/April 2003

The authors show how common testing mistakes can derail a promising new product launch.

Part B. Markets and Demographics

17. A Beginner’s Guide to Demographics, Berna Miller, Marketing Tools, October 1995

Who are your customers? Where do they live? How many are there? Berna Miller discusses these and similar questions to sharpen your marketing strategy.

18. Defining Luxury: Oh, the Good Life, Rebecca Gardyn, American Demographics, November 2002

According to Rebecca Gardyn, now more than ever, understanding how different demographic groups define “luxury” is paramount to selling them a piece of the good life.

19. Emailing Aging Boomers vs. “Seniors”, ConsumerMarketingBiz, Marketing Sherpa, May 12, 2003

The article reveals some interesting differences between two demographic groups: aging boomers and “seniors.” It also gives some tips on e-mailing boomers.

20. Race, Ethnicity and the Way We Shop, Rebecca Gardyn and John Fetto, American Demographics, February 2003

The authors assert that although minority consumers may be outnumbered at the mall their buying power should not be underestimated.

21. Asian-American Consumers as a Unique Market Segment: Fact or Fallacy?, Carol Kaufman-Scarborough, Journal of Consumer Marketing, Volume 17, Numbers 2 and 3, 2000

The Asian American consumer group is thought to be the fastest-growing market in the United States. The author presents a comparative marketing examination of the similarities and differences among five of the largest Asian American groups and develops implications for marketing strategies.

Part C. Consumer Behavior

22. Defining Moments: Segmenting by Cohorts, Charles D. Schewe, Geoffrey E. Meredith, and Stephanie M. Noble, Marketing Management, Fall 2000

The authors of this article delineate how coming-of-age experiences influence values, attitudes, preferences, and buying behaviors for a lifetime.

23. What Are Your Customers Saying?, Eric L. Lesser and Michael A. Fontaine, Marketing Management, November/December 2002

The authors reveal how online communities shed light on consumer behavior.

24. Tough Love, Justin Berzon, Sales & Marketing Management, December 2002

Justin Berzon suggests ways—in tough economic times—to handle difficult customers while keeping your sanity.

UNIT 3. Developing and Implementing Marketing Strategies

25. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools, January/February 1996

Shelly Reese tells how companies are rewriting their strategies to reflect customer input and internal coordination.

Part A. Product

26. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003

Seth Godin provides some remarkably honest ideas (and remarkably useful case studies) about making and marketing remarkable products.

27. Have It Your Way, Lisa Takeuchi Cullen, Time, December 23, 2002

Lisa Cullen describes how from lipsticks to cars, a growing array of products can be custom-made to your own taste—and waist.

28. The Hole Story: How Krispy Kreme Became the Hottest Brand in America, Andy Serwer, Fortune, July 7, 2003

Andy Serwer discloses Krispy Kreme’s decades-long rise to “hottest brand in the land,R 21; based on shrewdness, original thinking, and brinksmanship.

Part B. Pricing

29. Kamikaze Pricing, Reed K. Holden and Thomas T. Nagle, Marketing Management, Summer 1998

The autho...

Product Description

Book by Richardson John E Richardson John

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2003
• ISBN 10: 0072861304
• ISBN 13: 9780072861303
• Rilegatura: Copertina flessibile