The Fast Forward MBA in Marketing

The Portable MBA

Dallas Murphy

Publisher: Wiley, 1997 , 278 pages

ISBN: 0-471-16616-2

Synopsis:

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When those big marketing decisons loom and success hangs in the balance, you need reliable, authorative information immediately —not tomorrow, not next week, NOW! With The Fast Forward MBA in Marketing as your constant companion, you've got it!

In this resource you'll find clear, concise coverage of the complete range of essential marketing topics in a format designed especially for people who need answers quickly. Yoy'll also find cutting-edge ideas from highly regarded thinkers and doers and the world's best MBA programs. This indispensable guide brings you:

• Essential marketing concepts — product, price, place, and promotion
• A rapid-fire overview of marketing innovations, technological breakthroughs, and important trends of the past decade
• The latest methods and suggestions for solving your toughest marketing problems
• Cutting-edge articles from Marketing Tools magazine that illustrate how successful entrepreneurs and businesses employ these concepts in the real world
• Multiple access points — index, cross-references, and icons — that lead you quickly to the answers you need
• A convenient format with short, lively entries that tell you what you need to know without bogging you down in theory

Whether you're a hard-driving entrepreneur, a busy marketing specialist or manager, or a recent graduate eager to make your way in the business world, The Fast Forward MBA in Marketing puts the knowledge you need where you need it most — right in the palm of your hand.

Table of Contents:

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• Preface
• Introduction — The Marketing Concept and the Marketing Mix
• "Inside Out" versus "Outside In"
• Fast Forward to the Real World
  
• Chapter 1 — Product
• Design
• Product Life Cycle
• Product Development
• Product Introduction
• Growth
• Maturity and Decline
• Criticism of the Product-Life-Cycle Model
• Brands
• Packaging
• Chapter 2 — Price
• Cost-Based Pricing Strategies
• Value-Based Pricing
• Competition-Based Pricing
• Sealed-Bid Pricing
• Pricing and the Product Life Cycle
• Other Pricing Strategies
• Transactions
• Fast Forward to the Real World
• Chapter 3 — Place
• Vertical Integration versus Outsourcing
• Intermediaries
• Distribution Channels
• Vertical Marketing Systems (VMS)
• Horizontal Marketing Systems (HMS)
• Channel Design
• Distribution Strategy
• Legal Factors
• Retailing
• Physical Distribution
• Fast Forward to the Real World
• Chapter 4 — Promotion
• The Battle for Customers' Minds
• Promotion Mix
• Advertising: The Textbook Nuts and Bolts
• Personal Selling
• Sales Promotion
• Public Relations
• Types of Messages
• Cost and the Promotional Mix
• Factors Used to Set the Promotion Mix
• Mass Media: The Not-So-New Frontier
• Direct marketing
• Databases
• Fast Forward to the Real World
• Chapter 5 — Customers
• Customer Behavior
• Market Research
• The Research Project
• Forecasting
• Marketing and People
• Individual Influences on Buying Behavior
• The One-to-One Future
• A Note on Privacy
• Fast Forward to the Real World
• Chapter 6 — Action Marketing
• Aggregation
• Segmentation
• To Segment or Not to Segment?
• Bases for Segmentation
• Behavioral Bases for Segmentation
• Segmentation as a Process
• Marketing Targeting
• Product Positioning
• Steps Toward Developing a Positioning Strategy
• Fast Forward to the Real World
• Appendix — A Handbook of Electronic Marketing