Applications in basic marketing: Clippings from the popular business press / William D. Perreault, E. Jerome McCarthy

CONTENTS

MARKETING'S VALUE TO CONSUMERS, FIRMS,AND SOCIETY
Probing shopper's psyche: In designing new products, companies Try to Determine consumers' 'Unmet Needs' 2
Minding the store; Analyzing customers, best buy decides not all are welcome
The smartest company of the year and the winner is..Toyota, etc.

FINDING TARGET MARKET OPPORTUNITIES
PC Companies swoop into consumer Electronics
Medicine; House call
Pampered pooches nestle in lap of luxury, etc.

EVALUATING OPPORTUNITIES IN THE CHANGING MARKETING ENVIRONMENT
Street smarts; On the east coast, Chinese buses Give Greyhound a Run,
Potent prescription; In mexico, maker of Generics adds spice to drug business
Latte Versus Latte; Starbucks, Dunkin Donuts seek Growth by Capturing Each others's customers, etc.

BUYER BEHAVIOR
American Demographics; Families spend less on food as they purue house car dreams
In ipod America, Legions in tune apple,s Hip music player inspires fanatical devotion
Advertising; China,s cultural fabric is a challenge to marketers, etc.

GETTING INFORMATION FOR MARKETING DECISIONS
Making marketing measure up
New penney; Chain goes for missing middle
How to measure product placement, etc.

PRODUCT
Welcome to procter and Gadget
Care, Feeding and building of a Billion-dollar Brand, Pringles manager Niccol mounts stax defense
With Names like These, etc.

PLACE
E-Commerce report in the pursuit of face-to-face sales and web site traffic, Expedia and Travelocity. com open shops in Tourist areas,
The almighty dollar: christian bookstores go bust after chains find religion, etc.

PROMOTION
Why there's no escaping the biog: freewheeling bloggers can boost your product-or-destroy It
Interactive; Pharma replacing reps with web
As consumers revolt, a rush to block pop-up online ads, etc.

PRICE
Car-Rental agencies talk of Realistic Total pricing',
Changing course, Apple offers low-priced mac for the Home
Value Positioning Becomes a priority,etc.

ETHICAL MARKETING IN A CONSUMER-ORIENTED WORLD: APPRAISAL AND CHALLENGES
Branding; Five new Lessons
Car seats for 8-Year-Olds
Drug ills? Follow the money
Lost in Translation; A European Electronics Giant Races to Undo Mistakes in U.S,

"Clippings from the popular business press."

Companion vol. to: McCarthy, E. Jerome (Edmund Jerome). Basic marketing; and: McCarthy, E. Jerome (Edmond Jerome). Essentials of marketing.

Latest issue consulted: 2004/2005.

Earlier selection Decision based on 1990

Title from title page.