Marketing in a Nutshell: Key concepts for non-specialists

Book Description

Marketing in a nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a nutshell makes the authors marketing know-how and expert insights accessible to all.

*Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice
*Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques
*Credible and expert marketing insights from leading marketing consultants especially for non-specialists

The Marketing Glossary: Key Terms, Concepts and Applications in Marketing Management, Sales, Advertising, Public Relations, Direct Marketing, Market Research, Sales promotion

Average customer rating:

Great tool for entrepreneurs
"Where was this book when I started out in the business!"

The Marketing Glossary: Key Terms, Concepts and Applications in Marketing Management, Sales, Advertising, Public Relations, Direct Marketing, Market Research, Sales promotion
Mark N. Clemente
Manufacturer: Clementebooks
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Book Description

A combination dictionary, encyclopedia, and how-to guide with definitions, formulas, checklists, examples, and applications of key terms in marketing, sales, advertising, public relations, direct-marketing, sales promotion, and market research. The Marketing Glossary is an acclaimed reference work whose hardcover edition was published by the American Management Association. Newly updated, it contains more than 1,400 entries.

Customer Reviews:

Great tool for entrepreneurs.......2003-07-09

Starting out in business is difficult enough without having to then build a full-fledged marketing and advertising department. With buying product and stocking inventory, and running the business, I just didnt have the time or know-how to deal with the positioning, targeting, and awareness campaigns to take my business to the next level. Enter THE MARKETING GLOSSARY (the CD version)in a new and cutting edge form. Just having the disk on my desktop saved me the cost of a marketing manager and the embarassment of not having a formal MBA in marketing. It's lightning fast and real easy to move from term to term and back again. It gave me my basic training within a week. Since then, any time I'm on the phone with a client or vendor and they speak about reach, frequency, semantic differential, or A.B.A. (no not the American Bar Association), I am no longer struggling to keep up. All my employees have a copy on their desktop as well. And the information provided isn't one word quips - these are jargon-free, detailed explanations that allow me to zoom between sections faster than a paper glossary would allow me. This is like a marketing degree in a jewel case. Great tool. I strongly recommend this tool to anyone starting in or attempting to maintain a successful business.

"Where was this book when I started out in the business!".......2003-06-26

"Let's do a heavy up in the top ten DMAs so we can increase our GRPs."

If that sentence confuses you, you're not alone.

Like any business, the marketing world has its own jargon. Sometimes confusing, occasionally humorous, the vocabulary of the modern marketing professional may often seem confusing -- especially for small business owners, who often wear many hats and whose expertise must cover a broad spectrum of tasks. But with the help of Mark Clemente's excellent reference work, you too can talk the talk just like the corporate pros.

Even those who study marketing, on either a graduate or undergraduate level, will often find that they are woefully unprepared when it comes to the real world. Textbooks are long on theory and short on practical advice. Even more troubling, few of those teaching marketing have had practical experience.
Thus the enterprising young marketing person is often left to sink or swim. Unless they begin their careers with a firm that offers training -- more of a rarity these days -- the novice marketer will usually be expected to "pick it up on the street" just as their elder colleagues did. That can work, but with The Marketing Glossary on their shelf, they will be well ahead of the game.

Among the many appealing aspects of Clemente's book is the lucidity of his prose. When attempting to find out what a GRP is, unsuspecting marketers will often be confronted with a turgid definition written by a media professional, replete with brain-numbing formulae. By contrast, Clemente lays it out nicely:

"Gross rating point (G.R.P.) A measurement of audience size (viewership or listenership) to quantify a medium's ability to reach a target audience. G.R.P.s estimate the number of people a communication will reach, irrespective of audience duplication. G.R.P.s are stated in terms of percentage: each G.R.P. represents 1% of the people or households tuned to a TV program (as compared to the total number of TV sets in the market being studied). G.R.P.s are calculated by multiplying the total reach of the media schedule by its frequency. Thus, the product of reach and frequency expresses the gross duplicated percentage of audience that would be reached by the advertising vehicle."

Where was this book when I started out in the business? (And if you want to know what a "heavy up" is, you'll have to buy the book.)

On occasion, there are some curious omissions. Anyone who works on a consumer packaged goods account will undoubtedly come across the term "slotting fee." Alas, that is nowhere to be found in The Marketing Glossary.

Understandably it would be nearly impossible to include every single bit of cant that might come up in the course of a marketing career, but Clemente does an outstanding job of aggregating the most important words. More importantly, the Glossary is up-to-date and includes the latest online slang. This will undoubtedly appeal to some of the senior marketers who still find the whole "Internet thing" confusing.

Finally, The Marketing Glossary is also available as an e-book. Just buy the PDF and keep it on your laptop. Imagine the points you can score in meetings with all that knowledge at your fingertips.

The reviewer: Jonathan Jackson is an independent consultant based in New York City. He has written extensively on internet advertising and e-mail marketing since the inception of the internet. A frequent guest speaker, Jonathan has addressed global audiences on marketing and advertising topics and also teaches marketing at colleges around the world.

Average customer rating:
Creative difference: in the cutthroat world of movie promotional products, under the Sun Promotions says pitching more complicated concepts is the key ... from: San Fernando Valley Business Journal
Jeff Weiss
Manufacturer: CBJ, L.P.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books
General | Business & Investing | Subjects | e-Docs | Formats | Books
General | Business & Investing | HTML | Formats | e-Docs | Formats | Books
ASIN: B00096YN58
Release Date: 2005-07-13

Book Description

This digital document is an article from San Fernando Valley Business Journal, published by CBJ, L.P. on January 31, 2005. The length of the article is 1004 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Creative difference: in the cutthroat world of movie promotional products, under the Sun Promotions says pitching more complicated concepts is the key to getting and keeping business.(Small Business)
Author: Jeff Weiss
Publication: San Fernando Valley Business Journal (Magazine/Journal)
Date: January 31, 2005
Publisher: CBJ, L.P.
Volume: 10 Issue: 3 Page: 22(1)

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Key Concepts in Marketing (Palgrave Key Concepts)

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Key Concepts in Marketing (Palgrave Key Concepts)
Jonathan Sutherland , and Diane Canwell
Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

General | Reference | Business & Investing | Subjects | Books

General | Reference | Subjects | Books
ASIN: 140391527X

Book Description

Key Concepts in Marketing is one of a range of comprehensive glossaries with entries arranged alphabetically for easy reference. All major concepts, terms, theories and theorists are incorporated and cross-referenced. Additional reading and Internet research opportunities are identified. More complex terminology is clarified with numerous diagrams and illustrations. With over 600 key terms defined, the book represents a comprehensive must-have reference for anyone studying a business-related course or those simply wishing to understand what marketing is all about.

Key Market Concepts: 100 Financial Terms Explained

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Key Market Concepts: 100 Financial Terms Explained
Bob Steiner , and Robert Steiner
Manufacturer: Financial Times/Prentice Hall
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

General | Reference | Business & Investing | Subjects | Books

General | Reference | Subjects | Books
ASIN: 0273650408

Key Marketing Concepts (Macmillan Business)

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Key Marketing Concepts (Macmillan Business)
Mike Meldrum , and Malcolm McDonald
Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Key Marketing Skills: A Complete Action Kit of Professional Marketing Concepts

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Key Marketing Skills: A Complete Action Kit of Professional Marketing Concepts
Peter Cheverton
Manufacturer: Kogan Page
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Book Description

Key Marketing Skills provides professionals new to the marketing arena with solid information on particular marketing topics. Fully interactive, it contains case studies for each chapter and a CD-ROM which allows the reader to formulate an action plan and make use of questions and answers to facilitate learning.

The Marketing Glossary: Key Terms, Concepts and Applications in Marketing Management, Advertising, Sales Promotion, Public Relations, Direct Marketi

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The Marketing Glossary: Key Terms, Concepts and Applications in Marketing Management, Advertising, Sales Promotion, Public Relations, Direct Marketi
Mark N. Clemente
Manufacturer: Amacom Books
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Problems in Marketing: Applying Key Concepts and Techniques

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Problems in Marketing: Applying Key Concepts and Techniques
Luiz A M Moutinho , and Charles S Chien
Manufacturer: Sage Publications Ltd
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Book Description

Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.

Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem. Solutions are also available to lecturers through http://www.sagepub.co.uk.

Book Description

All the information administrators and teacher leaders need to get started on the right mentoring model!

The value of mentoring programs for teacher training and retention is widely recognized . . . but which program should you choose for your school’s (or district’s) unique mix of teachers and goals? And how should you begin?

Mentoring expert Susan Villani offers a number of ways in which schools, teacher associations, institutions of higher education, educational collaboratives, and state departments of education can support teachers with the right mentoring program at the right time.

Topics include:

Inducting new teachers
Continuing program design
District-funded programs
Peer Assistance and Review programs
State-funded programs
Grant- and alternative-funded programs

. . . all presented in a straightforward and accessible style.

Mentoring Programs for New Teachers is a great first step in establishing a mentoring program that will affect hiring, orientation, teacher effectiveness, and staff morale for the better!

A top-down approach for collateral evaluation: review of teacher peer assistance and review and mentoring programs for new teachers: models of induction ... article from: Journal of Teacher Education

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A top-down approach for collateral evaluation: review of teacher peer assistance and review and mentoring programs for new teachers: models of induction ... article from: Journal of Teacher Education
Janice M. Krueger
Manufacturer: Corwin Press, Inc.
ProductGroup: Book
Binding: Digital

Book Description

This digital document is an article from Journal of Teacher Education, published by Corwin Press, Inc. on November 1, 2004. The length of the article is 2443 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: A top-down approach for collateral evaluation: review of teacher peer assistance and review and mentoring programs for new teachers: models of induction and support.(Book Review)
Author: Janice M. Krueger
Publication: Journal of Teacher Education (Refereed)
Date: November 1, 2004
Publisher: Corwin Press, Inc.
Volume: 55 Issue: 5 Page: 476(4)

Article Type: Book Review

Distributed by Thomson Gale

Average customer rating:

no wonder it's out of print

Negotiating (Teach Yourself Business & Professional)
Phil Baguley
Manufacturer: Teach Yourself Books
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Negotiating | Management & Leadership | Business & Investing | Subjects | Books
ASIN: 0340867299

Book Description

Negotiating is increasingly becoming a part of life at all levels of business and in all organizations. Teach Yourself Negotiating is a practical introduction to this valuable skill. Author Philip Baguley provides an insightful approach complete with case studies and do-it-yourself checklists that will help readers improve their skills and increase their competitiveness. This title belongs on every professional's bookshelf.

Customer Reviews:

no wonder it's out of print.......2003-06-13

Not sure what I was expecting, but I find this book quite worthless. Let me just say I'm someone who's had to handle serious business negotiation for some years. I picked it up on an impulse after just glancing at a couple of pages. Now I've tried reading it for an hour, and it's been a waste of time. Just to give you an idea of why, consider a few excerpts: "Negotiating Space . . . Space, somebody once said, is the final frontier." "A journey of a thousand miles must begin with a single step-- Chinese proverb". (I'm not kidding, this book actually uses that hackneyed proverb.) "Most of your communications take place in the real world, a world that's noisy, busy, and full of people who are often preoccupied . . . ." "Before you go any further, we need to take a look a Preparation [yep, capitalized]. Preparation is an under-rated art."

Or consider the ludicrously mundane case illustrations the author offers, such as . . . negotiating over a used car! My goodness. And even so, the cases are described in such a terse, generic way that they're useless as illustration.

I'd ask, just what sort of person exactly is this book supposed to educate? It's mostly the same kinds of facile, useless, uh-duhh observations as sampled above. The only reason I'm even submitting this review is that I feel a bit cheated. The author purports to be "an experienced business writer and lecturer", but really the content here smacks of the worst kind of meatless be-a-more-successful-person-in-10-easy-steps business writing. That is, writing based on a rather humdrum imagination and occasional newspaper reading rather than real, hard experience.

Now, I've used some other books put out in the Teach Yourself series, and some are pretty good. This one's a complete dud--good riddance.

For a much better book on negotiation, try Fisher's "Getting to Yes" (though it leaves some things to be desired too).

Customer Reviews:

Make No Mistake --This is a good book.......2003-06-09

Reccommended for those studying lean operations, the work is easy to read and extends the thinking on the issues, with great examples of poka-yoke devices that can be used almost anywhere.

Book Description

This text pulls together a broad range of contrasting perspectives on strategy in a form that can be used for advanced undergraduate and MBA-level teaching. Building on prior knowledge of strategic decision making,nbsp;it complements general strategy texts by providing an umbrella view of the multi-dimensional nature of strategic management. Featuring expert contributions, the discussion of each perspective is enhanced by the extensive use of empirical case examples.

Strategic Management: A Multi-Perspective Approach

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Strategic Management: A Multi-Perspective Approach

Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Paperback

Strategy & Competition | Management & Leadership | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

Systems & Planning | Management & Leadership | Business & Investing | Subjects | Books

General | Business & Investing | Subjects | Books

All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
ASIN: 0333739019

Book Description

In this new book the authors set out to identify, consider, and compare some of many differing theories of strategic management. From economic, psychological, and sociological perspectives the book shows how strategy is replete with a rich and diverse range of viewpoints that will lead to a better understanding of the field itself. With contributions from leading strategy researchers, practitioners andacademics Strategic Management is ideal reading for those students of business who require an interesting introduction to the emerging theoretical perspectives within this field.

Book Description

Do voters in large scale democracies reliably vote for the electoral outcomes most in their own interest? Much of the literature on voting predicts that they do, but this book argues that fully rational voters will not, in fact, consistently vote for the political outcomes they prefer. The authors critique the dominant interest-based theory of voting and offer a competing theory, which they term an "expressive" theory of electoral politics. This theory is shown to be more coherent and more consistent with actually observed voting behavior. In particular, the theory does a better job of explaining the propensity of democratic regimes to make war, the predominance of moral questions on democratic regimes to make war, the predominance of moral questions on democratic political agendas, and the distribution of government resources in democratic systems. This important book offers a compelling challenge to the central premises of the prevailing theories of voting behavior and should serve as the basis for fundamental reevaluation in the field.

Customer Reviews:

A Major Advance.......1999-09-29

This book changed fundamentally the way I think about democracy. The authors convincingly argue that, because no single vote in a democratic election is likely to determine the outcome of the election, each voter is free to vote according to his or her ideological lights -- that is, each voter is likely to elevate ideological considerations over material ones. Insofar as ideological considerations run counter to a voter's material interests, the Brennan-Lomasky insight is that we cannot predict the outcome of elections merely by identifying the dominant material interest shared by a majority of voters.

This insight is often interpreted as rejecting the public-choice assumption that people behave self-interestedly. But it does no such thing. When it is realized that each voter's vote is inconsequential (as far as the outcome of the election goes), each voter is free to "consume" ideology. As I see it, the Brennan-Lomasky thesis conforms more fully with public-choice fundamentals than does the previous notion that voters always (or typically) vote their narrow material interests.

This book is one of the most important works in political science, and public-choice, published during the past quarter century.

Average customer rating:

Radke's Promtion book is a must read for authors!

Highly Recommended

Super Step By Step Guide To Promoting Your Book !!

solid information, but geared to book authors

Heavy Loaded Book

Linda Radke's Promote Like a Pro: Small Budget, Big Show
Linda F. Radke
Manufacturer: 5 Star Publications
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Advertising | Marketing & Sales | Business & Investing | Subjects | Books
General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
Book Industry | Books & Reading | Literature & Fiction | Subjects | Books
Investing | Business & Investing | Bargain Books | Stores | Books
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Guerrilla Marketing for Writers : 100 Weapons to Help You Sell Your Work

Over 75 Good Ideas for Promoting Your Book

Publicize Your Book: An Insider's Guide to Getting Your Book the Attention It Deserves

ASIN: 1877749362

Customer Reviews:

Radke's Promtion book is a must read for authors!.......2004-08-18

I am so glad I read your book. You explained things I needed to know and corrected things I thought I knew. Most important, your book helped me develop and refine the marketing plan that I am now implementing for my newest book.

I have been authoring materials and involved in media (producing and hosting radio & TV) for more than 20 years. After reading your outstanding resource for small publishers, I am changing the way I do things. Thank you for taking the time to compile your book and make these materials available to help others. My work will be more effective because of your work.

Highly Recommended.......2000-12-21

As an author, I recognize the importance of publicity and promotion; a high priority! Linda is the self-publisher's "Maze Maven." Have a book to promote? You must follow her lead!

Super Step By Step Guide To Promoting Your Book !!.......2000-12-14

If you've just published a book and want to know the ins and outs of promoting it, this 192 page brand new book (2000) can really give you the insight. Writing the work is most demanding, but promoting it properly will spell your success or failure. It's a very fast read with highlighted topics for ready reference. Topics range from: Nuts and Bolts of Publicity, Signings, Publicity and Marketing, Getting Free Publicity, Book Reviews, Television Promotion, Radio Talk Shows, Web Promotion, and much more. A wealth of information to help you get started. Its completely indexed. The emphasis of the work is successful promotion on a small budget. Provides you with the tips of the trade. Worth reading.

solid information, but geared to book authors.......2000-11-07

As a firm believer in truth in marketing, I had mixed feelings about this book. The information it contains is excellent and helpful for authors looking to promote a book, but at the bottom of the front cover it says: "A step-by-step guide to promoting anything from books to businesses." Sorry, that's not accurate. 75% of the book has to do with book promotion only. If you've got another kind of business, choose another book.

Heavy Loaded Book.......2000-10-24

The book stands out as a very good guide for the first time entrepreneur or the self-publisher. Linda Radke both as author and editor presents all the know-how you will need to properly advertise your book or business.

"Promote Like A Pro" consists of two parts. The first one shows how to prepare an excellent marketing plan for your book. And in the second part of the book, contributing experts share their knowledge on marketing and publicity. Publishing experts uncovers us their tips and secrets how to market books.

"Promote Like A Pro" is a must read for anyone wishing to begin a self-publishing promotion. It is very exciting and has many good pointers. Definitely recommended as a way to help successfully promote yourself, your business or your book.

The self-promotion ideas in the Linda Radke's book look quite new and fresh for reader in Russia. I think, nobody in Moscow knows the tips how to promote a book. And I'll try this secret weapon with my next book. Thanks for sharing, Linda!

Book Description

In 2000 and 2001, several European countries carried out auctions for third generation technologies or universal mobile telephone services (UMTS) communication licenses. These "spectrum auctions" inaugurated yet another era in an industry that has already been transformed by a combination of staggering technological innovation and substantial regulatory change. Because of their spectacular but often puzzling outcomes, these spectrum auctions attracted enormous attention and invited new research on the interplay of auctions, industry dynamics, and regulation. This book collects essays on this topic by leading analysts of telecommunications and the European auction experience, all but one presented at a November 2001 CESifo conference; comments and responses are included as well, to preserve some of the controversy and atmosphere of give-and-take at the conference.

The essays show the interconnectedness of two important and productive areas of modern economics, auction theory and industrial organization. Because spectrum auctions are embedded in a dynamic interaction of consumers, firms, legislation, and regulation, a multidimensional approach yields important insights. The first essays discuss strategies of stimulating new competition and the complex interplay of the political process, regulation, and competition. The later essays focus on specific spectrum auctions. Combining the empirical data these auctions provide with recent advances in microeconomic theory, they examine questions of auction design and efficiency and convincingly explain the enormous variation of revenues in different auctions.

Wireless services, spectrum auctions, and competition in modern telecommunications (Outlook : ideas for the future from Hudson Institute)

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Wireless services, spectrum auctions, and competition in modern telecommunications (Outlook : ideas for the future from Hudson Institute)
Thomas James Duesterberg
Manufacturer: Hudson Institute
ProductGroup: Book
Binding: Unknown Binding

Wireless Networks | Networking | Computers & Internet | Subjects | Books

Book Description

A "must" for every manager concerned with meeting the challenges of the 21st century. You'll see the differences between data and information in a new light, and understand precisely how misunderstanding those differences can affect the quality of your decision-making process. Starting with the structure of an organization, The Haystack Syndrome ends with a detailed description of the logic that must underpin the information system for any organization to maximize effectiveness.

Customer Reviews:

A pearl of thought from Goldratt's genius!.......2007-08-18

This is one of the best books on business administration I've ever read. OK, reading the final chapters related to information systems might be somewhat boring, but Part I alone is worth the highest praise. Why? Because it tears apart the obsolet Cost Accounting paradigms and other Jurassic sacred cows of the traditional administration that still nowadays, in the vast majority of the companies, lead business leaders to wrong decisions, with severe damage to the financial performance of companies and even countries! For example, if you read this book with an open mind you will learn that product cost is nothing more than an "accounting phantom" that haunts our daily routine and prevents us from seeing the whole picture and reaching to the best decisions for the company's objective. Moreover, Goldratt's system of Throughput Accounting is so much simpler that you'll be amazed about why we needed a physicist from Israel to teach us the obvious, common-sense thinking. The answer here is that common-sense is the least common of all resources, and learning to see the obvious simplicity in the middle of so much complexity created by ourselves is not obvious at all. Read, or better, study the book, and be prepared for mental challenges!

Tony's opinion........2007-03-20

I think Goldratt is an excellent business consultant with excellent ideas to make your business a lot more profitable.

customer satisfaction.......2006-12-10

I ordered this book over 2 months ago from Amazon. They recently informed me they were cancelling my order as they could not obtain a copy to ship. Pretty poor availability and customer relations. Recommend finding someone else to order from if you really want the book.

Heavy going.......2006-01-28

I am a huge fan of Goldratt and have got good results applying his ideas. This book is valuable, but only to those who have ready the more accessible books and thought about the content for quite a while. Definitely not an entry level Theory of Constraints primer.

In part that is because of the writing style, which is full of CAPITALISED TERMS which make the text HARD to read.

One good book?.......2003-01-23

"TELL ME HOW YOU MEASURE ME, AND I WILL TELL YOU HOW I WILL BEHAVE."

OK, we expect you to publish on your theory frequently.

Um, but I have nothing new to say. The theory was only big enough for one book.

We won't consider you an expert if you have only one good book - the first one.

OK. I'll rehash everything about every two years.

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