Careers in marketing
Book - 2009
Saved in:
- Subjects
- Published
-
New York :
McGraw-Hill
c2009.
- Language
- English
- Main Author
- Other Authors
- Edition
- 4th ed
- Physical Description
- xiii, 200 p. : ill. ; 23 cm
- Bibliography
- Includes bibliographical references.
- ISBN
- 9780071493123
- Preface
- Acknowledgment
- Chapter 1. Marketing Careers in the Twenty-first Century
- The Internet revolution
- Evolution of the field of marketing Scope of the marketing field
- Overview of marketing careers Trends affecting marketing careers
- E-commerce and global marketing
- A career in marketing
- Additional sources of information
- Chapter 2. Careers in Marketing Research
- The marketing research process
- Work of marketing researchers Marketing research online
- Positions in marketing research Opportunities in marketing research
- Additional sources of information
- Chapter 3. Careers in Product Development
- The importance of product development
- Complex production and multifaceted global markets
- The electronic goods and services revolution
- New kinds of economic needs
- PDMA awards for innovative product development
- Drivers of newproduct development
- Product development dimensions and process
- The importance of brands
- Brand information online Related work of product and brand managers
- Product recalls Product management teams
- Packaging, distribution, and promotion
- Opportunities in product management
- Additional sources of information
- Chapter 4. Careers in Advertising and Sales Promotion
- The traditional image
- Changing speed-from fast to warp Relationship of advertising and sales promotion
- The evolution of advertising
- Advertising strategy
- Where advertising professionals are employed
- Careers in advertising agencies Truth in advertising
- Job requirements and career paths
- Types of sales promotion
- Positions in sales promotion
- Online advertising and promotion
- Expanding range of e-channels Opportunities for advertising and sales promotion professionals Employment outlook
- Additional sources of information
- Chapter 5. Careers in Public Relations and Customer Service
- The value of public relations
- Spin, damage control, and ethics The role of public relations in sales promotion
- The nature of public relations work
- Education and personal requirements Opportunities in public relations
- Sources of professional information
- The importance of customer service in today's economy
- Customer service sales
- Technology and customer service
- Additional source of information
- Chapter 6. Careers in Industrial, Wholesale, and Direct Sales
- The sales professional
- The nature of sales work
- Industrial sales and wholesaling
- E-commerce and online technologies The growth of direct marketing
- Direct selling
- Direct response retailing
- Database marketing
- Teleservices
- Catalog retailing Direct mail
- Opportunities for sales representatives
- Additional sources of information
- Chapter 7. Careers in Retailing
- Trends in retailing
- Applying advanced technology and e-commerce
- Retail sales
- Sales management
- Merchandise buying and management
- Opportunities in retailing
- Additional sources of information
- Chapter 8. Careers in Marketing Management
- The restructuring of corporate management
- Marketing managers
- Middle managers and supervisors
- Succeeding in management
- Attracting a mentor
- Women in management Chief executive officers
- Resources for managers
- Opportunities for managers
- Management compensation
- Chapter 9. Careers in Global Marketing
- The impact of foreign competition on U.S. corporations Consumer demand and its impact on global marketing
- How companies are involved in foreign markets
- More about careers in global marketing
- Global e-commerce and teleservices Opportunities in global marketing
- Additional sources of information
- Chapter 10. Careers in Education, Consulting, Entrepreneurship, and Franchising
- Marketing education
- Marketing consulting
- Additional sources of information for consultants
- Online job services for independent contractors
- Entrepreneurship
- Additional sources of information for small businesses
- Franchising
- Sources of information on franchises
- Chapter 11. Economic Trends and Their Impact on Marketing Careers
- Services marketing
- Changes in the American economy and business
- The impact of changing technology
- Effects of the Internet economy on marketing
- Changes in lifestyles and values The job market
- Trends in employment and compensation
- Chapter 12. Beginning a Successful Career in Marketing
- Getting the best education
- Gaining the necessary experience Defining career objectives
- Locating jobs
- Gaining company information
- The resume
- Preparing for the interview
- The interview