With 120 challenging and entertaining questions and answers, Great Answers to Tough Marketing Questions reveals why big budgets don't always produce results, how to produce a great marketing plan and what can be learnt from the world's biggest players. Cutting through theory and jargon, it should improve knowledge and skills.
* From the author of the best-seller ""Marketing Communications""* Tackles some 120 sticky, tricky questions that can stump the most seasoned of marketers* Cuts through the usual theory and jargon* Light, easy-to-read, entertaining style* Every answer supported by an intriguing visual, or a thought-provoking quote* Updated to take account of all latest developments such as digital and e-marketing ""This is edutainment at its best: a humorous, essential quick-reference guide to marketing."" -- Peter Jones, Worldwide Marketing Training Manager, IBM Global Services""Buy this book ...you will be richly rewarded with greater market and competitive success."" -- Warren Keegan, Professor of Marketing, Pace University, New YorkRefreshingly easy to read -- and use -- ""Great Answers"" is like no other marketing book. 120 challenging and entertaining questions and answers guarantee a swift improvement in knowledge and skills. Whether the reader is looking for a practical solution or a deeper understanding of an issue, the spot-on answers reveal: *which are the most powerful, proven techniques *why so much marketing is bad marketing *why big budgets donbt always produce results * how to devise a great marketing plan *what can be learnt from the worldbs biggest players *how to integrate the Internet into the marketing mix.Indispensable for students of marketing, or anyone interested in advancing their marketing career -- from the first rung, to the very top of the ladder.
In The Marketing Interview, Lewis C. Lin gives an industry insider's perspective on how to answer the most common and difficult marketing interview questions. The book will reveal: Answers to marketing interview questions Frameworks on how to tackle marketing case questions Biggest mistakes marketing candidates make at the interview Understand what interviewers are looking for, why they're looking for it, and how to deliver it This book is ideal for anyone who is interviewing any marketing role, including the most coveted roles in CPG, Tech, and Financial Services: CPG: P&G, Clorox, Kraft, Heinz, Nestle, Pepsi, Colgate, S.C. Johnson, Unilever, Reckitt Benckiser, Hershey Foods, Campbell Soup Company Tech: Apple, Amazon, Google, Facebook, Microsoft, Uber, Dell, HP, IBM, Cisco, Paypal, Yelp, Airbnb, Pinterest Financial Services: American Express, Visa, Citi, HSBC, UBS, Barclays, Santander, Standard Chartered, And more... Questions and answers covered in the book include: What promotional strategies would you use for a Honey Nut Cheerios campaign? Develop a social good campaign for Teavana. Should Hidden Valley increase the price of its ranch dressing? Kit Kat sales declined year-over-year. Why is that, and what would you do to address it? Tell me about a terrible product that's marketed well. And more... This new second edition includes chapters on digital marketing including: A/B Testing Landing Page Testing Lead Scoring And more...
This new edition of the best-selling job-hunting book of all time should be your essential companion if you are looking for a job. Dealing with the whole process, from creating an outstanding CV and answering the most dreaded interview questions to negotiating a salary, it is suitable for job-seekers at any stage of their career. Great Answers to Tough Interview Questions is full of examples of tough questions that interviewers like to throw at you, showing you how to answer them in a way that will advance your application and help you to secure your dream job.
SHORTLISTED FOR THE CMI MANAGEMENT BOOK OF THE YEAR AWARD The essential guide to turning tough questions into positive opportunities Difficult questions can be thrown at you from your first job interview through to challenges you get when you’ve made it to the top. If you find yourself on the firing line on a regular or occasional basis this is the perfect go-to guide to help you turn tough questions into positive opportunities. Great Answers to Tough Questions at Work promotes a confident 'win-win-win' mindset for questioner, answerer and wider audiences beyond. Author Michael Dodd provides golden formulae and proven strategies for constructing inspirational answers—however challenging, vicious, tricky or stupid the question. He outlines simple but successful techniques for dealing with the kind of nightmare questions which all ambitious people in the workplace have to face along their journey, whatever stage of their career. Contains critical communication skills for executives, managers, leaders and those aspiring to fill these roles Covers a wide range of work place scenarios such as job interviews, performance reviews, negotiations, customer relations, parliamentary inquiries and cross-examination Discusses how to see the issues underlying tough questions that you face in a different, more positive, solution-oriented way Includes case study examinations of key moments where people in the public spotlight have done something particularly well or particularly badly while answering questions and draws out the lessons for readers.
Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts * Written by experts in the field to guide you through the 2003-2004 syllabus. * Free online revision and course support from www.marketingonline.co.uk. * Customise your learning, extend your knowledge and prepare for the examinations with this complete package for course success.
Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.
Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer. The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook. Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data. New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies. This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.
