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Dewey Decimal Number: 658.8 EAN: 9780471547280 ISBN: 047154728X Label: John Wiley & Sons Manufacturer: John Wiley & Sons Number Of Pages: 480 Publication Date: May 11, 1992 Publisher: John Wiley & Sons Studio: John Wiley & Sons Related Items:
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 Rating: - Going beyond the actual...As an undergraduate, I studied political science; as a graduate student, I studied history (among other things) - however, few if any of my classes ever dealt with the actual mechanics of business, despite dealing with business in a more general sense (as it would fit in the context of history and politics). I decided that it was important to learn some of the basic concepts of business administration, and the Portable MBA series by John Wiley & Sons publishers fit the bill. This book on marketing covers the topic from the conceptual, research, and practical angles. Dealing with customers, potential and actual, is the key aspect to marketing. There are strategies that work and strategies that fail, and many of these are discussed and analysed. Companies included in the case studies include Coca-Cola, Pepsi, Colgate-Palmolive, Kawasaki, Campbell Soup, A.C. Nielsen, and literally over a hundred more. Just what is the magic that makes Nike a household word? How does one really assess the success of the cola wars between Pepsi, Coke, and other contenders? In the foreword, Ken Blanchard (author of the 'One-Minute Manager') states, 'I have come to believe that the secret to competitive success is to give customers service so far above their expectations it becomes legendary.' Part of this strategy is to become a better listener (which is an art that is lost for many, particularly in the corporate world), and part of the strategy is to look beyond the actual and explore the possible. The authors who contributed to this volume have both academic and professional experience, and tend to do a good job at explaining things in terms that the non-professional can understanding. Anyone with a basic undergraduate background should find this volume accessible. This book can also give one ideas for everything from garage sales to major marketing campaigns. I taught marketing and advertising, having worked as a public relations/marketing director for a college and for a seminary. Had this book been available at the time I was teaching, I would not have hesitated to use it.  Try searching the Internet for "The Portable MBA in Marketing (Portable Mba Series)" or Ebay for "The Portable MBA in Marketing (Portable Mba Series)". You might also be interested in the following great products:
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