Sales & Marketing - resenha crítica

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Learn the 25 keys to build awareness of new brands and learn the secretsof 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 marketingstrategy.Key 3. Why the job of the marketing manager is key to the success ofthe firm.Key 4. Understanding why knowledge of the marketing environmentcontributes 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 researchprocess.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, areference series easily accessible to all businesspersons, fromfirst-level managers to the executive suite. The 12-volume series iswritten by Ph.D.s who teach in the finest graduate business programs inthe country, and edited by business editors from The New York Times. The structure of each volume presents an unparalleled synopsis ofcrucial principles of specific areas of business expertise.AUTHOR BIO:Michael A. Kamins, Ph.D., is an Associate Professor of Marketing at theMarshall School of Business Administration at the University of SouthernCalifornia. He has published over 30 articles in journals including theJournal of Marketing Research and Journal of Advertising, and hasconsulted for firms such as AT&T, Canon, Hilton and Sony TriStar.NARRATOR BIO:Grover Gardner has recorded over 450 audiobooks and was named one ofAudiofile Magazine's Golden Voices of 1999. He is a member of theWoolly Mammoth Theater Company, Resident Director at Everyman Theater inBaltimore and has received 5 Helen Hayes Award nominations of his work.

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