Careers in Marketing / Edition 4

by Leslie Stair

Overview

Expert guidance on exploring and choosing the perfect job

Whether you're already a college student or are ready to go back to school, this series explores specific areas of interest and helps you determine which job in that field suits you.

• Breaks down specific educational requirements and additional training
• Surveys the salaries and job opportunities to help seekers find the perfect match

Product Details

ISBN-13:	9780071493123
Publisher:	McGraw Hill LLC
Publication date:	10/17/2008
Series:	McGraw-Hill Professional Careers (Paperback)
Edition description:	4th Revised ed.
Pages:	192
Product dimensions:	7.20(w) x 9.00(h) x 0.60(d)

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Table of Contents

CHAPTER 1 MARKETING CAREERS IN THE TWENTY-FIRST CENTURY
The Internet revolution
Evolution of the field of marketing
Scope of the marketing field
Overview of marketing careers
Trends affecting marketing careers
E-commerce and global marketing
A career in marketing
Additional sources of information
CHAPTER 2 CAREERS IN MARKETING RESEARCH
The marketing research process
Work of marketing researchers
Marketing research online
Positions in marketing research
Opportunities in marketing research
Additional sources of information
CHAPTER 3 CAREERS IN PRODUCT DEVELOPMENT
The importance of product development
Complex production and multifaceted global markets
The electronic goods and services revolution
New kinds of economic needs
PDMA awards for innovative product development
Drivers of new-product development
Product development dimensions and process
The importance of brands
Brand information online
Related work of product and brand managers
Product recalls
Product management teams
Packaging, distribution, and promotion
Opportunities in product management
Additional sources of information
CHAPTER 4 CAREERS IN ADVERTISING AND SALES PROMOTION
The traditional image
Changing speed—from fast to warp
Relationship of advertising and sales promotion
The evolution of advertising
Advertising strategy
Where advertising professionals are employed
Careers in advertising agencies
Truth in advertising
Job requirements and career paths
Types of sales promotion
Positions in sales promotion
Online advertising and promotion
Expanding range of e-channels
Opportunities for advertising and sales promotion professionals
Employment outlook
Additional sources of information
CHAPTER 5 CAREERS IN PUBLIC RELATIONS AND CUSTOMER SERVICE
The value of public relations
Spin, damage control, and ethics
The role of public relations in sales promotion
The nature of public relations work
Education and personal requirements
Opportunities in public relations
Sources of professional information
The importance of customer service in today’s economy
Customer service sales
Technology and customer service
Additional source of information
CHAPTER 6 CAREERS IN INDUSTRIAL, WHOLESALE, AND DIRECT SALES
The sales professional
The nature of sales work
Industrial sales and wholesaling
E-commerce and online technologies
The growth of direct marketing
Direct selling
Direct response retailing
Database marketing
Teleservices
Catalog retailing
Direct mail
Opportunities for sales representatives
Additional sources of information
CHAPTER 7 CAREERS IN RETAILING
Trends in retailing
Applying advanced technology and e-commerce
Retail sales
Sales management
Merchandise buying and management
Opportunities in retailing
Additional sources of information
CHAPTER 8 CAREERS IN MARKETING MANAGEMENT
The restructuring of corporate management
Marketing managers
Middle managers and supervisors
Succeeding in management
Attracting a mentor
Women in management
Chief executive officers
Resources for managers
Opportunities for managers
Management compensation
CHAPTER 9 CAREERS IN GLOBAL MARKETING
The impact of foreign competition on U.S. corporations
Consumer demand and its impact on global marketing
How companies are involved in foreign markets
More about careers in global marketing
Global e-commerce and teleservices
Opportunities in global marketing
Additional sources of information
CHAPTER 10 CAREERS IN EDUCATION, CONSULTING, ENTERPRENEUR-SHIP, AND FRANCHISING
Marketing education
Marketing consulting
Additional sources of information for consultants
Online job services for independent contractors
Entrepreneurship
Additional sources of information for small businesses
Franchising
Sources of information on franchises
CHAPTER 11 ECONOMIC TRENDS AND THEIR IMPACT ON MARKETING CAREERS
Services marketing
Changes in the American economy and business
The impact of changing technology
Effects of the Internet economy on marketing
Changes in lifestyles and values
The job market
Trends in employment and compensation
CHAPTER 12 BEGINNING A SUCCESSFUL CAREER IN MARKETING
Getting the best education
Gaining the necessary experience
Defining career objectives
Locating jobs
Gaining company information
The resume
Preparing for the interview
The interview
About the Author