Marketing Express / Edition 2

Marketing Express / Edition 2

by John L. Mariotti
     
 

Marketing express is the fast-track route to mastering all aspects of marketing.

It introduces and explains all the key techniques successful marketers use, from CRM to brand management, and from failsafe planning to making the most of technology.

It is illustrated with examples and lessons from some of the worlds most successful businesses, including Sony,

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Overview

Marketing express is the fast-track route to mastering all aspects of marketing.

It introduces and explains all the key techniques successful marketers use, from CRM to brand management, and from failsafe planning to making the most of technology.

It is illustrated with examples and lessons from some of the worlds most successful businesses, including Sony, Sephora, Apple, Zara, Henkel, Best Buy and Wal*Mart, and ideas from experts like C.K. Prahalad, Theodore Levitt, Philip Kotler, David Aaker, Al Ries and Jack Trout.

It includes a glossary of key concepts, a comprehensive resources guide and a fast, easy-to-read summary of "ten steps to making it work."

Marketing express gets straight to the essentials so you can read up and act...fast.

Product Details

ISBN-13:
9781841127040
Publisher:
Wiley
Publication date:
06/30/2006
Edition description:
REV
Pages:
122
Product dimensions:
4.96(w) x 6.81(h) x 0.39(d)

Meet the Author

John Mariotti is an internationally recognized executive, advisor, speaker and author. Formerly President of Huffy Bicycles and Rubbermaid Office Products, he now serves on the boards of four consumer and industrial products companies. He is author of several books including Smart Things to Know About Marketing.

Table of Contents

Introduction to ExpressExec
Introduction1
Definition of Terms5
The Evolution of Marketing17
The E-Dimension27
The Global Dimension41
The State of the Art51
In Practice69
Key Concepts and Thinkers85
Resources97
Ten Steps to Making it Work103
Frequently Asked Questions (FAQs)111
Index113

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