Coverart for item
The Resource Careers in marketing, Lila Stair and Leslie Stair

Careers in marketing, Lila Stair and Leslie Stair

Label
Careers in marketing
Title
Careers in marketing
Statement of responsibility
Lila Stair and Leslie Stair
Creator
Contributor
Subject
Language
eng
http://library.link/vocab/creatorName
Stair, Lila B
Illustrations
illustrations
Index
no index present
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
Stair, Leslie
http://library.link/vocab/subjectName
Marketing
Label
Careers in marketing, Lila Stair and Leslie Stair
Link
http://www.loc.gov/catdir/toc/ecip0826/2008037264.html
Instantiates
Publication
Bibliography note
Includes bibliographical references
Contents
Machine derived contents note: {TOC}Contents -- Preface -- 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 -- 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 new product 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. 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 sources 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. 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. Careers in global marketing. Global e-commerce and teleservices. Opportunities in global marketing. 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 and the Internet. 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. Finding a good job. Locating jobs. Gaining company information. The resume. Preparing for the interview. The interview
Control code
000043342839
Dimensions
23 cm.
Edition
4th ed.
Extent
xiii, 200 p.
Isbn
9780071493123
Isbn Type
(pbk. : acidfree paper)
Other physical details
ill.
Label
Careers in marketing, Lila Stair and Leslie Stair
Link
http://www.loc.gov/catdir/toc/ecip0826/2008037264.html
Publication
Bibliography note
Includes bibliographical references
Contents
Machine derived contents note: {TOC}Contents -- Preface -- 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 -- 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 new product 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. 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 sources 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. 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. Careers in global marketing. Global e-commerce and teleservices. Opportunities in global marketing. 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 and the Internet. 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. Finding a good job. Locating jobs. Gaining company information. The resume. Preparing for the interview. The interview
Control code
000043342839
Dimensions
23 cm.
Edition
4th ed.
Extent
xiii, 200 p.
Isbn
9780071493123
Isbn Type
(pbk. : acidfree paper)
Other physical details
ill.

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