Marketing 101, 2nd Edition

Buy the original books to support the authors!	Book Title	:	Marketing 101
	Edition	:	2nd
	Author(s)	:	Don Sexton, PhD
	Page	:	483 Pages
	Year Published	:	2010
	Publisher	:	john wiley & sons, inc.
	ISBN	:	978-0-470-45307-0
	File Size	:	4.29 MB

Book Description:
Since the first edition of Marketing 101 was published, the world economy has changed considerably. While the principles of marketing work in a variety of situations, we felt that it would be valuable to devote special attention to how to market in tough economic times. It turned out that there was a lot to say about how to survive and even thrive in an economic downturn. What began as a single chapter ended up as three chapters and an entire section of this book.

Table of Contents:
Chapter 1	Trump on Marketing.
Chapter 2	What Is Marketing?
Chapter 3	Building a Marketing Strategy.
Chapter 4	Understanding Your Customers.
Chapter 5	Measuring and Managing Your PerceivedValue.
Chapter 6	Understanding Your Competitors.
Chapter 7	Understanding Your Organization’s Capabilities.
Chapter 8	Understanding Your Overall Competitive Environment.
Chapter 9	Identifying Your Possible Markets.
Chapter 10	Selecting Your Key Target Market.
Chapter 11	Possibly the Most Important Chapter in This Book: Positioning Your Product or Service.
Chapter 12	Creating Your Most Valuable Asset: Your Brand.
Chapter 13	Developing Your Growth Plan.
Chapter 14	Determining Your Focus for Growth.
Chapter 15	Increasing Your Customer Satisfaction.
Chapter 16	Managing Your Marketing Programs.
Chapter 17	Product/Service Design.
Chapter 18	Integrating Customer Communications.
Chapter 19	Advertising.
Chapter 20	Identifiers.
Chapter 21	Sales Promotion.
Chapter 22	Personal Selling.
Chapter 23	Public Relations.