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Where do you want to go? You might already be working in a businesssetting. You may be looking to expand your skills. Or, you might besetting out on a new career path.
Wherever you want to go, Marketing will help you get there.Easy-to-read, practical, and up-to-date, this text not only helpsyou learn fundamental marketing concepts; it also helps you masterthe core competencies and skills you need to succeed in theclassroom and beyond. The book's brief, modular format and varietyof built-in learning resources enable you to learn at your own paceand focus your studies.
With this book, you will be able to: * Develop an effective marketing plan designed to reach your targetaudience. * Assess buying factors and estimate marketing effectiveness inbuying situations. * Learn how to segment and target markets. * Conduct market research, including primary and secondary researchmethods, and quantitative and qualitative methods. * Develop and manage products, and learn how to use productpackaging and labeling to your advantage. * Make the most of marketing channels. * Implement merchandising and direct marketing strategies. * Understand the factors to consider when setting prices. * Pump up marketing communications with great visuals, writing, andattention-getting strategies. * Choose the best possible advertising options for your marketingplan. * Learn how to handle public relations tasks, prepare reasonableimpact scenarios, and use press releases to tell a story. * Use the internet to market your products.
Wiley Pathways helps you achieve your goals
When it comes to learning about business, not everyone is on thesame path. But everyone wants to succeed. The new Wiley Pathwaysseries in Business helps you achieve your goals with its brief,inviting format, clear language, and focus on core competencies andskills.
The books in this series--Business Communication, Finance,Marketing, Business Math, and Real Estate--offer a coordinatedcurriculum for learning business. Learn more atwww.wiley.com/go/pathways.