Overview
This powerful tool for business success in the twenty-firstcentury furnishes bright, ambitious managers with a solid groundingin MBA-level marketing theory and practice. Fully updated andexpanded, this new edition emphasizes fresh marketing strategiesand cutting-edge marketing concepts and techniques that help keepyou in touch with your customers. It focuses on the key issuesfacing companies today, including how to outperform competitors,anticipate future trends, improve advertising and sales, buildcustomer loyalty, and market on the Internet.
Witty, well-written, and packed with plenty of new real-worldexamples, The Portable MBA in Marketing, Second Editionbrings you up to date with the latest marketing ideas andtechniques, including:
- New negotiation skills for salespeople
- Current marketing strategies
- Innovative approaches to qualitative research that deepen yourunderstanding of your customers
- Hot topics such as cohort marketing, person-to-personmarketing, and marketing on the Internet
Written by two leading educators/marketing consultants anddrawing material from the world's finest MBA programs, ThePortable MBA in Marketing, Second Edition covers all themarketing innovations of the past decade in an engaging, accessibleformat that gets you to the information you need quickly andeasily. It's the fastest way to give yourself the intellectualcurrency you need to market your products, services, and ideas at awhole new level.
The Portable MBA Series
The Portable MBA, with over 350,000 copies sold, continues toprovide instant "MBA literacy" to managers, professionals, andbusiness owners. Wiley's Portable MBA Series now takes thisidea one step further by providing readers with a continuingbusiness education. Titles provide comprehensive coverage of theprimary business functions taught in MBA programs, as well asfocused coverage of today's vital business topics.
SERIES TITLES: Core Curriculum
- The Portable MBA, Third Edition
- The Portable MBA in Economics
- The Portable MBA in Entrepreneurship, Second Edition
- The Portable MBA in Finance and Accounting, Second Edition
- The Portable MBA in Investment
- The Portable MBA in Management
- The Portable MBA in Marketing, Second Edition
- The Portable MBA in Strategy
Vital Business Topics
- Real-Time Strategy
- New Product Development
- Total Quality Management, Second Edition
- Psychology for Leaders
- Market-Driven Management
Also Available
The Portable MBA Desk Reference
The Portable MBA in Entrepreneurship Case Studies
Praise for The Portable MBA in Marketing, SecondEdition
"I'm really 'gung-ho' about this book. If you follow its advice,your customers will become your 'raving fans.' Everyone needs tounderstand and apply these essential principles to attract andretain delighted customers."
—Ken Blanchard, author of the bestseller The OneMinute Manager
"Helps you keep your eye on the all-important marketing ball.Infused with turbocharged examples and the latest cutting-edgeconcepts. . . . [You'll learn] winning strategies and actions thatwill propel you successfully well beyond the millennium. This fullyrevised book will do wonders to improve your marketing game!"
—Scott H. Creelman, Executive Vice President SpaldingSports Worldwide
This book title, The Portable MBA in Marketing, ISBN: 9780471193678, by Charles D. Schewe, Alexander Hiam, published by Wiley (April 20, 1998) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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