Tata McGraw - Hill Education
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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, Lulu.com, Mars, MCC, McCann, McDonald's, McKesson, Nationals, NCR, New York Times, Nordstrom, Ogilvy Action, OHL, 1-800Flowers.com, 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, Zappos.com
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.
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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