ISBN 9780071067645,The Big Book Of Marketing

The Big Book Of Marketing



Tata McGraw - Hill Education

Publication Year 2010

ISBN 9780071067645

ISBN-10 0071067647


Number of Pages 480 Pages
Language (English)


The Biggest Companies. The Boldest Campaigns. THE BEST INSIDER'S GUIDE ON THE MARKET. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade-fascinating, exclusive, real-world case studies from an all-star roster of companies, including: ACNielsen, Alcoa, American Express, Amtrak, Antimicrobial, Technologies Group, APL Logistics, Arnold, AT&T, Atlas Air, Bloomingdale's, BNSF, Boeing, Bristol-Myers Squibb, Burson-Marsteller, BzzAgent, Caraustar, Cargill, Carnival, Coldwell Banker, Colgate-Palmolive, Colonial Pipeline, Con-way, Costco, Dean Foods, Discovery Communications, Draftfcb, DSC Logistics, DuPont, Edelman, ExxonMobil, Fabri-Kal, FedEx Trade Networks, Fleishman-Hillard, Ford, Frito-Lay, GE, Greyhound, Hair Cuttery, Hilton, HOLT CAT, IBM, Ingram Barge, Ingram Micro, International Paper, John Deere, Kimberly-Clark, Kodak, Kraft, L.L.Bean, Landor, Long Island Rail Road,, Mars, MCC, McCann, McDonald's, McKesson, Nationals, NCR, New York Times, Nordstrom, Ogilvy Action, OHL,, Overseas Shipholding Group, Owens Illinois, P & G, Papa John's, Paramount Pictures, Patagonia, PepsiCo, Pfizer, Porter Novelli, RAPP, Ritz-Carlton, Safeway, Saks Fifth Avenue, Sara Lee, SC Johnson, Sealed Air, Sears, Silgan, Skyhook, Snap-on Tools, Southwest, Sports and Leisure, ResearchGroup, Staples, Stoner, Supervalu, Synovate, Tanimura & Antle, TBWA, Tenet Healthcare, Texas Instruments, 3M, ToysRUs, Trader Joe's, Tupperware, Under Armour, United Airlines, United Stationers, Verizon, VISA, Weyerhaeuser, Wilson Sporting Goods, Wunderman, Xerox, Y&R, No matter what business you're in--from retail and manufacturing to service and nonprofit--The Big Book of Marketing offers the most practical, hands-on advice you'll ever find . . . from the best in the business. Was this product information helpful? Yes No TABLE OF CONTENTS Chapter 1. Marketing Introduction Chapter 2. Marketing Planning Chapter 3. Marketing Research Chapter 4. Consumer Purchasing Behavior Chapter 5. Organizational Purchasing Behavior Chapter 6. Demand Promotion Management Chapter 7. Selling and Sales Management Chapter 8. Advertising Chapter 9. Public Relations Chapter 10. Promotional Marketing Chapter 11. Direct Marketing Chapter 12. Product Management Chapter 13. Product Packaging Chapter 14. Product Pricing Chapter 15. Product Quality Chapter 16. Supply Chain Management Chapter 17. Wholesaling Chapter 18. Warehousing Chapter 19. Transportation Chapter 20. Retailing Chapter 21. Legal/Ethics/Social Responsibility Chapter 22. Environment Chapter 23. International Case Study Chapter 24. Financing the Marketing Plan