Author: NY Times Pocket MBA Series
Narrator: Grover Gardner
Format: 2 Cassettes
Length: 2.5 Hours
Format:Retail Cassette Package Unabridged ($16.95)Library Cassette Package Unabridged ($24.95)
Learn the 25 keys to build awareness of new brands and learn the secrets of forceful advertising and marketing strategies:
Key 1. The need to understand the complexity of marketing.
Key 2. Positioning and why it is important in guiding marketing strategy.
Key 3. Why the job of the marketing manager is key to the success of the firm.
Key 4. Understanding why knowledge of the marketing environment contributes to a firm's success.
Key 5. Managing demand states.
Key 6. Why a lack of marketing research means "flying blind."
Key 7. A guide for the marketing manager's involvement in the research process.
Key 8. The importance of understanding the consumer. Part 1.
Key 9. The importance of understanding the consumer. Part 2.
Key 10. Why selling to the entire market may not be a good idea.
Key 11. How to generate repeat purchases.
Key 12. Establishing a brand name is a key strategic advantage.
Key 13. The inherent advantage of the pioneer brand.
Key 14. How can the follower brand compete?
Key 15. Can new products give new life to companies?
Key 16. Issues relating to effective product strategy.
Key 17. Pricing could be tricky. What should I charge?
Key 18. Effective ways to promote your product.
Key 19. Advertising as a promotional tool.
Key 20. Distribution as an effective component of marketing strategy.
Key 21. How to effectively integrate the 4 P's of marketing.
Key 22. International marketing as a potential focus of the company.
Key 23. Case Study: A marketing success story.
Key 24. Case Study: A marketing challenge.
Key 25. Future directions of marketing strategies.
Sales & Marketing is part of The New York Times Pocket MBA Series, a reference series easily accessible to all businesspersons, from first-level managers to the executive suite. The 12-volume series is written by Ph.D.s who teach in the finest graduate business programs in the country, and edited by business editors from The New York Times. The structure of each volume presents an unparalleled synopsis of crucial principles of specific areas of business expertise.
Michael A. Kamins, Ph.D is an Associate Professor of Marketing at the Marshall School of Business Administration at the University of Southern California. He has published over 30 articles in journals including the Journal of Marketing Research and Journal of Advertising, and has consulted for firms such as AT&T, Canon, Hilton and Sony TriStar.edit Union National Association, Rayovac Corporation, and P.H. Glatfelter Paper.
Grover Gardner has recorded over 450 audiobooks and was named one of Audiofile Magazine's Golden Voices of 1999. He is a member of the Woolly Mammoth Theater Company, Resident Director at Everyman Theater in Baltimore and has received 5 Helen Hayes Award nominations of his work.
"You couldn't ask for more in terms of content or organization. Every marketing professional ought to hear this."
"...brings important business principles as close as your headphones."
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