Research Catalog

Title

Prentice Hall's one-day MBA in marketing : a complete education for the busy professional / Michael Muckian.

Author

Muckian, Michael.

Publication

Paramus, NJ : Prentice Hall Press, [2001], ©2001.

Items in the Library & Off-site

Details

Additional Authors

Prentice-Hall, Inc.

Description

xix, 316 pages; 24 cm

Summary

• "Prentice Hall's One-Day MBA in Marketing provides a comprehensive guide to marketing, written in a style that is easily understood, succinct and highly applicable to the business setting." "This "soup-to-nuts" volume covers marketing basics, including product and company awareness, knowledge about current and potential audiences, the importance and elements of developing a brand, building marketing plans, writing budgets, and understanding the full marketing gestalt.".
• "You'll also learn about what is and isn't good copywriting and design, and review the basic principles of each. Pick up tips on working with an advertising agency and how to get the most for your marketing dollars. Learn the steps of a successful product launch and how to approach, enter and conquer your chosen market segment.".
• "This volume also provides insights on public relations and sales and offers ideas on ancillary marketing and advertising channels to help you make the most of the opportunities available to you."--BOOK JACKET.

Alternative Title

One-day MBA in marketing

Subject

Marketing

Note

• Includes index.

Contents

Introduction: We Are All Marketers -- Ch. 1. The Marketing Mystique -- Ch. 2. Know Your Market -- Ch. 3. Understanding Position and Brand -- Ch. 4. Making Plans -- Ch. 5. Building Your Marketing Budget -- Ch. 6. The Marketing Gestalt -- Ch. 7. From Creative Thinking to Strategic Planning -- Ch. 8. Copywriting Magic -- Ch. 9. The Art of Design -- Ch. 10. Working with an Ad Agency -- Ch. 11. Preparing Your Product Launch -- Ch. 12. Public Relations: Part 1: Purpose and Principles -- Ch. 13. Public Relations: Part 2: Media Relations -- Ch. 14. Serious Sales: Part 1: We All Sell -- Ch. 15. Serious Sales: Part 2: Mastering Educated Selling -- Ch. 16. The Media Explosion -- Ch. 17. The New Demographics -- Ch. 18. Online Marketing Part 1: Background -- Ch. 19. Online Marketing Part 2: Application -- Ch. 20. From Branding to Bonding -- Ch. 21. Brave New Marketing World.

ISBN

• 0735202079
• 0130281565

LCCN

2001018543

OCLC

• ocm45791426
• SCSB-4165418

Owning Institutions

Columbia University Libraries