Annual Editions: Marketing 07/08

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Oktober 2006



This Twenty-Ninth Edition of ANNUAL EDITIONS: MARKETING 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 instructors resource guide with testing materials. USING ANNUAL EDITIONS IN THE CLASSROOM is offered as a practical guide for instructors. ANNUAL EDITIONS titles are supported by our student website,


1. Marketing in the 2000s and Beyond
Part A. Changing Perspectives<new> 1. Marketing Outlook 2006, Marketing News", January 15, 2006Marketing News" prognosticates some of the key ingredients and segments of the marketing mix" and strategy" for 2006.<new>
2. The World's Most Innovative Companies, Jena McGregor, BusinessWeek", April 24, 2006BusinessWeek" and the Boston Consulting Group rank the most innovative" companies and elucidate how their creativity goes beyond products" to rewiring themselves.3. The Next 25 Years, Alison Stein Wellner, American Demographics", April 2003Alison 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.<new> 4. Customers at Work, Peter C. Honebein and Roy F. Cammarano, Marketing Management", January/February 2006The authors describe ways self-service customers" can reduce costs and become cocreators to value.5. The Vanishing Mass Market, Anthony Bianco, BusinessWeek", July 12, 2004New technology". Product" proliferation. Fragmented" media. For marketers and consumers alike, it's a whole new world.
Part B. The Marketing Concept6. Marketing Myopia (with Retrospective Commentary), Theodore Levitt, Harvard Business Review", September/October 1975According 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.<new> 7. Manage Customer-Centric Innovation--Systematically, Larry Selden and Ian C. MacMillan, Harvard Business Review", April 2006A disciplined process of customer R&D" at the front lines, according to Larry Selden and Ian MacMillan, will turn wishes into an enduring competitive" edge--and a growing market cap.<new> 8. Best Buy's Giant Gamble, Matthew Boyle, Fortune", April 3, 2006Matthew Boyle discloses how Brad Anderson is out to blow up Best Buy's entire success formula--by shifting the company's focus from pushing gadgets to catering to customers."9. Listening to Starbucks, Alison Overholt, Fast Company", July 2004Alison Overholt discusses how there are clear parallels between the way Starbucks is developing a new music business" and the way Howard Schultz developed" the core coffee business.
Part C. Services and Social Marketing10. Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management", March/April 2004The authors scrutinize why learning to manage angry customers" is a crucial part of today's service" landscape.<new> 11. Pill Pushers, Robert Langreth and Matthew Herper, Forbes", May 8, 2006The drug industry, according to the authors, has abandoned science for salesmanship."
Part D. Marketing Ethics and Social Responsibility12. Wrestling with Ethics, Philip Kotler, Marketing Management", November/December 2004Philip Kotler grapples with the question, "Is marketing ethics" an oxymoron?"13. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin", 2000The 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".<new> 14. Fidelity Factor, Jeff Hess and John W. Story, Marketing Management", November/December 2005Jeff Hess and John Story discuss the importance of ensuring customer relationships" by infusing them with trust.UNIT 2. Research, Markets, and Consumer Behavior
Part A. Market Research<new> 15. A Century of Innovation, James M. Pethokoukis, U.S. News & World Report", May 15, 2006James Pethokoukis sheds light on what makes Special K and other Kellogg products" so special after all these years.<new> 16. Team Spirit, Ed Burghard and Lisa Mackay, Marketing Management", November/December 2004The authors delineate how teamwork creates brands" that change categories and improve lives.
Part B. Markets and Demographics<new> 17. A New Age for the Ad Biz, Jonathan Peterson, Los Angeles Times", June 4, 2006Jonathan Peterson examines why marketers who once focused on youth" are trying to entice the graying baby boom" set.18. The Halo Effect, Michael Fielding, Marketing News", February 1, 2005Michael Fielding demonstrates why Christian consumers" are a bloc that matters to all marketers.<new> 19. Kodak Sharpens Digital Focus on Its Best Customers: Women, William M. Bulkeley, The Wall Street Journal", July 6, 2005Kodak's research" showed that women" wanted digital photography to be simple, and they desired high-quality prints to share with family and friends.20. Kid Power, Katy Kelly and Linda Kulman, U.S. News & World Report", September 13, 2004The average child" sees 40,000 TV ads" a year; a baby's first word might be "Coke." According to the authors, it's harder than ever for parents to say no to the kids' marketing demands.
Part C. Consumer Behavior<new> 21. You Choose, You Lose, George H. Leon, Marketing Management", January/February 2006George Leon conveys how unrestrained consumer" choices can derail manufacturing productivity and profitability.<new> 22. Every Move You Make, Linda Tischler, Fast Company", April 2004Linda Tischler reveals how savvy market researchers" are cross-pollinating Margaret Mead with reality TV to uncover the truth behind consumer behavior".UNIT
3. Developing and Implementing Marketing Strategies23. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools", January/February 1996Shelly Reese tells how companies are rewriting their strategies" to reflect customer input and internal coordination.
Part A. Product<new> 24. Breakaway Brands, Al Ehrbar et al., Fortune", October 31, 2005Al Ehrbar examines how ten companies, making products" that range from drills to waffles, took good brands" and made them better.25. In Praise of the Purple Cow, Seth Godin, Fast Company", February 2003To be successful in marketing you need to stand out and that means becoming a purple cow--that is, becoming remarkable in a field of brown cows. Innovation" in marketing is an important key to succeeding in business."<new> 26. He Came. He Sawed. He Took on the Whole Power-Tool Industry, Melba Newsome, Inc.", July 2005Stephen Gass invented a table saw" that stops dead when it touches flesh. Ironically, discloses Melba Newsome, the industry wants nothing to do with him.
Part B. Pricing<new> 27. Customer-Centric Pricing: The Surprising Secret for Profitability, Robert G. Cross and Ashutosh Dixit, Business Horizons", 2005The authors delineate how segmentation" based on buying behavior" uncovers a tremendous differential" in willingness to pay for subjective product" attributes such as convenience, status, and quality.28. Mind Your Pricing Cues, Eric Anderson and Duncan Simester, Harvard Business Review", September 2003For most of the items consumers" buy, according to the authors, they don't have an accurate sense of what the price" should be. The article covers some of the most common pricing cues retailers" use and reveals some surprising facts about how--and how well--those cues work.<new> 29. Pricing Gets Creative, Eric V. Roegner, Michael V. Marn, and Craig C. Zawada, Marketing Management", January/February 2005The authors explain why it takes more than absolute price" levels to drive customer behaviors" and perceptions.<new> 30. Boost Your Bottom Line by Taking the Guesswork Out of Pricing, Alison Stein Wellner, Inc.", June 2005When it comes to setting prices", many business owners go with their gut. Alison Wellner recommends a better approach: Start by asking what your product or service" is really worth.
Part C. Distribution31. The Old Pillars of New Retailing, Leonard L. Berry, Harvard Business Review", April 2001In the course of his extensive research on dozens of retailers," Leonard Berry found t...
EAN: 9780073379883
ISBN: 0073379883
Untertitel: Revised. Sprache: Englisch.
Erscheinungsdatum: Oktober 2006
Seitenanzahl: 224 Seiten
Format: kartoniert
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