Prentice Hall's One-Day MBA in Marketing: A Complete Education for the Busy Professional

by Michael Muckian

Book Overview

A savvy one-stop guide to the essentials of marketing in our increasingly entrepreneurial society. Packed with tables, flowcharts, diagrams, quotes, real-life marketing scenarios, and case studies,... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0130281565
• ISBN13: 9780130281562
• Release Date: January 2001
• Publisher: Prentice Hall Press
• Length: 316 Pages

Customer Reviews

Comprehensive. Readable. Immediately Practical.

Increasing emphasis is placed on marketing in today's competitive world. Getting the word out to the right market in the right way is crucial to success. If the right people learn about the product or service at the right time, in a way they can accept and believe, there is a good chance they will buy. And that's the principal objective. Marketing exists so sales can be made. That's why I got warm feeling when I discovered that this book has two chapters on selling. But marketing can be expensive and corporate executives want to understand what campaigns will cost and what kind of return on investment they can expect. There's a chapter on budgeting.This is an impressive book. It covers a lot of material and organizes it well. Twenty-one chapters and an index. Don't believe the title, though. It's going to take you more than a day to get through this book. There's just so much there! Very complete. Note: This is the kind of book that serves as a great reference work as well as a cover-to-cover read.The author begins with a chapter on some of the basics of marketing, then launches into the importance of knowing your market and understanding positioning and branding. Chapter 4 addresses creating marketing plans, which, amazingly, isn't covered sufficiently in the real college courses. Creative thinking is explored, then cleverly connected to strategic planning. Music to my ears-someone who actually understands that marketing creativity has to actually do something to produce strategic results, or it's useless. Skill-focused chapters enable readers to learn about copywriting, design, and working with an advertising agency. The chapter on product launch even includes discussion on business life cycles. Public relations is covered in two chapters, including one specifically addressing the all-important media relations. A discussion on demographics is followed by a couple of chapters about on-line marketing. The book design is helpful. Large enough type and enough white space to make it very readable. The language of the text also helps-interesting, flows well, appropriate stories. For executives, business owners, marketers needing new perspectives and reinforcement, and for students, this book is a treasure.