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The Portable MBA in Marketing (Portable Mba Series (Beverly Hills, Calif.).)
written by Alexander Hiam, Charles D. Schewe
Studio : Audio Literature
by Audio Literature
Publisher : Audio Literature
Released : 1996-04
Availability : Usually ships in 1-2 business days
Number of Items : 4
EAN : 9780787106362
Avg. Customer Rating: (based on 6 reviews)
List Price : $24.95
Our Price : $3.99
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Book Description |
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Answers the manager's need for marketing expertise by presenting the facts of an MBA program and the advice of authoritative practitioners. Focuses on methods and ideas which enable readers to manage better by being more customer-oriented, explores ways to out-perform competitors, and anticipates future trends. Amply illustrated with real-life examples plus current case histories. |
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A good manual |
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This book is good introductory manual to marketing, it covers the basic concepts you need to understand or that you cannot forget. In an MBA you will see exactly the same, nobodys will give you by reading a book or taking an MBA the Know How only the "Know" part, the "how" well, its a matter of practice and opportunity. But if you are in command of a MArketing unit this book will give you the "Knowledge" you need to focus your "how". |
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Going beyond the actual... |
As an undergraduate, I studied political science; as a graduate student, I studied history (among other things) - however, few if any of my classes ever dealt with the actual mechanics of business, despite dealing with business in a more general sense (as it would fit in the context of history and politics). I decided that it was important to learn some of the basic concepts of business administration, and the Portable MBA series by John Wiley & Sons publishers fit the bill.
This book on marketing covers the topic from the conceptual, research, and practical angles. Dealing with customers, potential and actual, is the key aspect to marketing. There are strategies that work and strategies that fail, and many of these are discussed and analysed. Companies included in the case studies include Coca-Cola, Pepsi, Colgate-Palmolive, Kawasaki, Campbell Soup, A.C. Nielsen, and literally over a hundred more. Just what is the magic that makes Nike a household word? How does one really assess the success of the cola wars between Pepsi, Coke, and other contenders?
In the foreword, Ken Blanchard (author of the 'One-Minute Manager') states, 'I have come to believe that the secret to competitive success is to give customers service so far above their expectations it becomes legendary.' Part of this strategy is to become a better listener (which is an art that is lost for many, particularly in the corporate world), and part of the strategy is to look beyond the actual and explore the possible.
The authors who contributed to this volume have both academic and professional experience, and tend to do a good job at explaining things in terms that the non-professional can understanding. Anyone with a basic undergraduate background should find this volume accessible. This book can also give one ideas for everything from garage sales to major marketing campaigns.
I taught marketing and advertising, having worked as a public relations/marketing director for a college and for a seminary. Had this book been available at the time I was teaching, I would not have hesitated to use it.
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Don't buy the audio version from audible |
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Don't buy the audio version from audible.com . Their programming skills are terrible. I could not download some of the books I bought, could not burn into cd the ones I could download, and forget about making it work with an mp3 player, unless you're lucky. I know about 5 people who bought stuff from there and only one had the luck of downloading a working file and burning it successfully to a cd. The quality of the narrations is awful, at least in the books I managed to hear (only on windows media player, nothing else worked). If you're used to books on cd or tape, you're up for a big disappointment buying from audible. On top of all that, they have the worst customer service I have ever witnessed. The site was not working right when I tried to purchase there for the first time. I sent them a message with no answer. In a second attempt, I bought the stuff and some files never downloaded (which means they just stole my money and I don't know what I can do since I don't live in USA). I sent another message with no answer again. Then their weird program, which turns Windows Media Player automatically on instead of working alone, showed no compatibility to Itunes and no possibility of burning cds or dreaming about hearing books on Ipod. I sent them a third message and nothing. A fourth and guess what? Nothing again. So I am at least trying to warn other people here to avoid being caught by such scheme. I hope Americancivilwar gets rid of audible as soon as possible. I always got great service from Americancivilwar and the affiliated bookstores, or even other stores selling electronics, health products and others, but audible is just the worst company I ever wasted my money with. Too bad we cannot give notes to them like with the affiliated booksellers. Sorry by the poor text, I am just mad with them. |
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A persuasive sell, packed, practical and fast paced. |
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Just like all the other portable MBA books. This book is packed with pretty useful ideas. It is very focused and so you 'll need to be as well when you read it. |
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Why did I go to B-school? |
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This book boils all of the marketing concepts I learned while in B-school(and some I didn't) into an easy read format. The only thing missing is that annoying quant-jock who sat behind my chewing gum the entire semester! If you just want a great introduction to marketing, or are an MBA looking to refresh your understanding of the 4P's, pick-up this book. You won't be disappointed. |
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