Wiley Pathways Marketing

by: Alexander Hiam (Author)

Publisher: Wiley

Edition: 1st

Publication Date: 2006/8/18

Language: English

Print Length: 376 pages

ISBN-10: 0471790796

ISBN-13: 9780471790792

Book Description

You can get there Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path. Wherever you want to go, Marketing will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you lea fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book's brief, modular format and variety of built-in leaing resources enable you to lea at your own pace and focus your studies. With this book, you will be able to:* Develop an effective marketing plan designed to reach your target audience. * Assess buying factors and estimate marketing effectiveness in buying situations. * Lea how to segment and target markets. * Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods. * Develop and manage products, and lea how to use product packaging and labeling to your advantage. * Make the most of marketing channels. * Implement merchandising and direct marketing strategies. * Understand the factors to consider when setting prices. * Pump up marketing communications with great visuals, writing, and attention-getting strategies. * Choose the best possible advertising options for your marketing plan. * Lea how to handle public relations tasks, prepare reasonable impact scenarios, and use press releases to tell a story. * Use the inteet to market your products. Wiley Pathways helps you achieve your goals When it comes to leaing about business, not everyone is on the same path. But everyone wants to succeed. The new Wiley Pathways series in Business helps you achieve your goals with its brief, inviting format, clear language, and focus on core competencies and skills. The books in this series--Business Communication, Finance, Marketing, Business Math, and Real Estate--offer a coordinated curriculum for leaing business. Lea more at www.wiley.com/go/pathways.

About the Author

You can get there Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path. Wherever you want to go, Marketing will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you lea fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book's brief, modular format and variety of built-in leaing resources enable you to lea at your own pace and focus your studies. With this book, you will be able to:* Develop an effective marketing plan designed to reach your target audience. * Assess buying factors and estimate marketing effectiveness in buying situations. * Lea how to segment and target markets. * Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods. * Develop and manage products, and lea how to use product packaging and labeling to your advantage. * Make the most of marketing channels. * Implement merchandising and direct marketing strategies. * Understand the factors to consider when setting prices. * Pump up marketing communications with great visuals, writing, and attention-getting strategies. * Choose the best possible advertising options for your marketing plan. * Lea how to handle public relations tasks, prepare reasonable impact scenarios, and use press releases to tell a story. * Use the inteet to market your products. Wiley Pathways helps you achieve your goals When it comes to leaing about business, not everyone is on the same path. But everyone wants to succeed. The new Wiley Pathways series in Business helps you achieve your goals with its brief, inviting format, clear language, and focus on core competencies and skills. The books in this series--Business Communication, Finance, Marketing, Business Math, and Real Estate--offer a coordinated curriculum for leaing business. Lea more at www.wiley.com/go/pathways.