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Bennett A.G. (Ed.) The Big Book of Marketing: Lessons and Best Practices From the World’s Greatest Companies

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Bennett A.G. (Ed.) The Big Book of Marketing: Lessons and Best Practices From the World’s Greatest Companies
The McGraw-Hill Companies, 2009. – 480 p. – ISBN: 0071621253, 9780071626156
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:
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.
Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.
This book 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.
Contents:
Preface
Introduction
Marketing Overview
Planning
Organizational Responsibility
Strategic Planning
Branding
Marketing Research
Demand
Consumer Purchasing Behavior
Organizational Purchasing Behavior
Marketing Communications
Marketing Communications Management
Sales
Advertising
Public Relations
Promotional Marketing
Direct Marketing
Brand Ambassadors
Supply (Goods and Services)
Product Management
Product Development
Product Packaging
Product Pricing
Product Quality
Supply Chain
Supply Chain Management
Wholesaling
Warehousing
Transportation
Store Retailing
Internet Retailing
Index
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