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O książce

Interviews with Richard Koshalek, President of Art Center College of Design, and Sheila Levrant de Bretteville, Professor at Yale University School of Art, are featured in this 2004 edition of the New Talent series. Beautifully reproduced, the selected work includes Poster, Branding, Editorial, Packaging, Typography, Product Design and more from over 20 premier art schools. A detailed index includes contact and credit information, making it an invaluable resource for Design professionals and clients in search of new, bright young minds.

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O książce

Dzięsiątki opisów przypadków, pokazujących różne problemy w zarządzaniu marketingiem.

Spis treści

1. Foundations of Strategic Marketing Management.
2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis and Market Targeting.

Cases.
Quetzal Collections, Inc. Jones. Blair Company. Tyler Pet Foods, Inc. Curtis Automotive Hoist: Market Opportunities in the European Union. Frito-Lay's® Dips. South Delaware Coors, Inc.

5. Product and Service Strategy and Brand Management.

Cases.
Zoëcon Corporation: Insect Growth Regulators. Ms-Tique Corporation. Manor Memorial Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.

6. Integrated Marketing Communication Strategy and Management.

Cases.
Throckmorten Furniture, Inc. (A). Throckmorten Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Price Waterhouse. Godiva Europe.

7. Marketing Channel Strategy and Management.

Cases.
Dell Computer Corporation: The Higher Education Market. Amway Japan Limited. Goodyear Tire and Rubber Company. Hendison Electronics Corporation. Chesterton Carpet Mills, Inc.

8. Pricing Strategy and Management.

Cases.
Southwest Airlines. Burroughs Welcome Company: Retrovir. Afton Industries. Augustine Medical, Inc.: The Bair Hugger® Patient Warming System. Seagram in Taiwan: Scotch and Cognac Pricing. Texas Instruments: Global Pricing in The Semiconductor Industry.

9. Interactive Marketing and Electronic Commerce.

Cases.
Peapod: Moving to the Internet. Amazon.com: Winning the Online Book Wars. Arrow Electronics, Inc. Vector Marketing Corporation: �CUTCO, The World's Finest Cutlery.�

10. Marketing Strategy Reformulation: The Control Process.

Cases.
Pharamacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The 3M Telecom Systems Division: Fibrlok� Splice. The Circle K Corporation. Marshall Museum of Art.

11. Comprehensive Marketing Programs.

Cases.
Frito-Lay, Inc.: SunChips� Multigrain Snacks. United States Census Bureau: Marketing Services Office. Biopure Corporation. CIMA Mountaineering, Inc. Blair Water Purifiers India.

Appendix: Preparing a Written Case Analysis.

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O książce

Książka dedykowana osobom zajmującym się brandingiem oraz grafiką. Autorzy pokazują rolę grafiki w budowie kapitału marki. Dziesiątki ilustracji i przykładów.

Spis treści

Introduction 8

FedEx 10
Adidas 16
Sidebar: Hush Puppies 22
Sarabanda 26
JetBlue 32
Virgin Atlantic Airways 38
Avis 44
Gateway 50
Sidebar: Seat 56
Egg 60
Handspring 66
Sony PlayStation 2 72
Best Buy 80
KitchenAid 86
Seven Network 92
M1 98
Sidebar: VH1 104
Simply Music 108
The "Burn" Collective 114
SoBe 120
Sidebar: Osborne 126
Krispy Kreme 132
Britart.com 138
Sidebar: Christie's 144
Big Yellow 150
Priceline.com 156
Ameritrade 162
First direct 170

About the authors 176

Stan

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O książce

Omówienie różnych aspektów zachowania konsumenta. Test skierowany do wszystkich zajmujących się marketingiem.

Spis treści

Part One: Introduction

1. Consumer Behavior and Marketing Strategy

Part Two: External Influences

2. Cross-cultural Variations in Consumer Behavior
3. The Changing American Society: Values
4. The Changing American Society: Demographics and Social Stratification
5. The Changing American Society: Subcultures
6. The American Society: Families and Households
7. Group Influences on Consumer Behavior

Part Two Cases Cases 2-1 through 2-9

Part Three: Internal Influences

8. Perception
9. Learning, Memory and Product Positioning
10. Motivation, Personality and Emotion
11. Attitudes and Influencing Attitudes
12. Self-Concept and Lifestyle

Part Three Cases Cases 3-1 through 3-10

Part Four: Consumer Decision Process

13. Situational Influences
14. Consumer Decision Process and Problem Recognition
15. Information Search
16. Alternative Evaluation and Selection
17. Outlet Selection and Purchase
18. Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Part Four Cases Cases 4-1 through 4-8

Part Five: Organizations as Consumers

19. Organizational Buyer Behavior

Part Five Cases Cases 5-1 and 5-2

Part Six: Consumer Behavior and Marketing Regulation

20. Marketing Regulation and Consumer Behavior

Part Six Cases Cases 6-1 and 6-2

Appendix A: Consumer Research Methods
Appendix B: Consumer Behavior Audit
Name Index
Case Index
Subject Index

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O książce

Wprowadzenie do marketingu napisane przez dwóch nabardziej poczytnych autorów z tej dziedziny. Książka w prosty i atrakcyjny sposób przedstawia podstawy teoretyczne marketingu, ilustrując je licznymi case'ami. Książka przedstawia jak marketing wpływa na działanie organizacji oraz przedstawia wpływ marketinu na pozostałe działy firmy: księgowość, R&D, HR, IT. Książka prezentuje marketing jako sztukę budowania wartości dla nabywców oraz pokazuje jakie korzyści może uzyskiwać firma od swoich klientów dzięki sprawnej komunikacji. Książka jest świetnym źródłem informacji i narzędziem dla wszystkich zatrudnionych w działach marketingu lub sprzedaży, szczególnie w firmach międzynarodowych.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENTPROCESS.

1. Marketing in a Changing World: Creating CustomerValue and Satisfaction.
2. Strategic Planning and the Marketing Process.

II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT.

3. Marketing in the Internet Age.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer and Business Buyer Behavior.

III. DEVELOPING MARKETING STRATEGY AND THE MARKETINGMIX.

7. Market Segmentation, Targeting, and Positioningfor Competitive Advantage.
8. Product and Services Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Considerations and Strategies.
11. Distribution Channels and Logistics Management.
12. Retailing and Wholesaling.
13. Integrated Marketing Communication: Advertising,Sales Promotion, and Public Relations.
14. Integrated Marketing Communication: Personal Sellingand Direct Marketing.

IV. EXTENDING MARKETING.

15. Global Marketing.
16. Marketing and Society: Social Responsibility andMarketing Ethics.
Cases.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.