Lila and Leslie Stair - Careers in Marketing (McGraw-Hill Professional Careers)

MARKETIN G

LILA STAIR AND LESLIE STAI R

FOURTH EDITION

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DOI: 10.1036/0071493123

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CONTENTS

Preface ix Acknowledgment xiii

CHAPTER 1

Marketing Careers in the Twenty-first Century 1

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 19

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 41

The importance of product development Complex production and multifaceted global markets The electronic goods and services revolution New kinds of economic needs PDMA

Contents

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 63 The traditional image Changing speedfrom 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 89 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 todays economy Customer service sales Technology and customer service Additional source of information

CHAPTER 6

Careers in Industrial, Wholesale, and Direct Sales 103 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