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Lila B. Stair - Careers in Marketing (Vgm Professional Career)

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title Careers in Marketing VGM Professional Careers Series author - photo 1

title:Careers in Marketing VGM Professional Careers Series
author:Stair, Lila B.
publisher:NTC Contemporary
isbn10 | asin:0844244643
print isbn13:9780844244648
ebook isbn13:9780071401647
language:English
subjectMarketing--Vocational guidance.
publication date:1995
lcc:HF5415.122.S72 1995eb
ddc:658.8/023
subject:Marketing--Vocational guidance.
Page i
Careers in Marketing
VGM Professional Careers Series
Lila B. Stair
Picture 2
VGM Career Horizons
a division of NTC Publishing Group
Lincolnwood, Illinois USA
Page ii
Library of Congress Catalog-in Publication Data
Stair, Lila B.
Careers in marketing/Lila B. Stair.
p. cm. (VGM professional careers series)
Includes bibliographical references.
ISBN 0-8442-4464-3 (hard). ISBN 0-8442-4465-1 (soft).
1. MarketingVocational guidance. I. Title. II. Series.
HF5415.122.S72 1995
658.8'023dc20Picture 3Picture 4Picture 5Picture 695-779
Picture 7Picture 8Picture 9Picture 10Picture 11Picture 12CIP
Published by VGM Career Horizons, a division of NTC Publishing Group 4255 West Touhy Avenue Lincolnwood (Chicago), Illinois 60646-1975, U.S.A. 1995 by NTC Publishing Group. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America.
5 6 7 8 9 0 VP 9 8 7 6 5 4 3 2 1
Page iii
To My Daughter Leslie
Page v
Contents
About the Author
viii
Preface
ix
1. Marketing in Today's Economy
1
Picture 13
The Scope of the Marketing Field.
Picture 14
An Overview of Marketing Careers.
Picture 15
Trends Affecting Marketing Careers.
Picture 16
The Demand for Marketers.
2. Careers in Marketing Research
11
Picture 17
The Marketing Research Process.
Picture 18
The Work of Marketing Researchers.
Picture 19
Career Paths in Marketing Research.
Picture 20
Opportunities in Marketing Research.
Picture 21
Sources of Information.
3. Careers in Product Development
20
Picture 22
The Product Development Process.
Picture 23
The Work of Product and Brand Managers.
Picture 24
Product Management Teams.
Picture 25
Beyond Product Development.
Picture 26
Opportunities in Product Management.
Picture 27
Career Paths in Product Management.
Picture 28
Sources of Information.
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