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