The Annual Editions series is designed to provide convenient, inexpensive access to a wide range of current articles from some of the most respected magazines, newspapers, and journals published today. Annual Editions are updated on a regular basis through a continuous monitoring of over 300 periodical sources. The articles selected are authored by prominent scholars, researchers, and commentators writing for a general audience. Each Annual Editions volume has a number of features designed to make them especially valuable for classroom use: an annotated table of contents, a topic guide, listing of supporting websites, learning outcomes and a brief overview for each unit, and critical thinking questions at the end of each article.
CREATE COLLECTION ONLY Annual Editions: Marketing, 37/e Preface
Correlation Guide Topic Guide UNIT 1: Marketing in the 2000s and Beyond
Unit Overview
1. Marketing in 2012: The End of the Middle?, Christine
Birkner, Marking News,
2012. Marketplace watchers proclaim that the recession
in the American economy may call for a new definition of the middle class,
prompting many marketers to shift everything within their marketing mixes.2.
How to Make Marketing Brilliance, Jason Daley, Entrepreneur,
2011. This
article provides a look at the best marketing moves of 2010.3. When Marketing
IS Strategy, Niraj Dawar, Harvard Business Review,
2013. The article argues
that companies must shift their marketing strategies downstream, from
products to customers.4. Future Tech: The Trends to Watch in 2014, Mark
Sullivan, PC World,
2014. 2004 will witness technologies ramping up toward a
tipping point, resulting in significant changes to consumer lifestyles. The
author presents several developments that will make headlines very soon.5.
Six Strategies for Successful Niche Marketing, Eric K. Clemons, Paul F.
Nunes, and Matt Reilly, The Wall Street Journal,
2010. The article supplies
thoughtful ideas of how to become successful in niche marketing.6. Revisiting
the Marketing Mix, Don E. Schultz and Chekitan Dev, Marketing Power,
2012. By
simply viewing the traditional marketing mix from the customers' perspective,
this article suggests an alternative marketing planning system called SIVA
(Solution, Information, Value and Access).7. 75 Years of Marketing History,
Elisabeth A. Sullivan, Marketing News,
2012. To recognize the dynamic nature
of the marketing over the past several decades, the American Marketing
Association, has assembled a compilation of historical highlights from both
the evolution of the marketing industry and the growth of the AMA.8. Putting
Customers First: Nine Surefire Ways to Increase Brand Loyalty, Kyle LaMalfa,
Sales & Marketing Management,
2008. Kyle LaMalfa explores nine surefire ways
to increase customers' brand loyalty.9. Stop Trying to Delight Your
Customers, Matthew Dixon, Karen Freeman, and Nicholas Toman, Harvard Business
Review,
2010. Customer satisfaction and loyalty has more to do with how well
companies deliver on their basic promises than on how dazzling the service
experience may be.10. The Purchasing Power of Entertainment, Patrick Cauley,
Response Magazine,
2013. While it's often said that entertainment spending
tends to stay up in a down economy given the escapism element it provides,
ironically, no product category's distribution and purchase methods have been
altered or affected more radically by recent media and technology
advancements.
11. Become the Main Attraction, Piet Levy, Marketing News,
2010. Piet Levy gives some good suggestions for successful event
marketing.12. Fundamental Tenets of service Excellence, Lance A. Bettencourt,
Marketing Power,
2012. A look at the company's internal strengths and
weaknesses in five key areas can greatly improve customer service.13. Make
Your Best Customers Even Better, Eddie Yoon, Steve Carlotti, and Dennis
Moore, Harvard Business Review,
2014. By successfully distinguishing
"superconsumers," many companies can persuade big spenders to buy even
more.14. Walking the Talk, Katherine Ling, Marketing News,
2012. Eco-minded
retailer, Patagonia, caused a stir with its recent "conscious-consumption"
holiday campaign that told consumers not to buy the featured product.15.
Walmart Wants You to Believe its Green Makeover Is Changing the World. Just
One Hitch: China, Andy Kroll, Mother Jones,
2012. In 2005, Walmart announced
plans to transform itself into one of the greenest corporations in the world.
The company has been especially vocal about shrinking its environmental
footprint in China, its manufacturing hub.
16. It's More than Green to be
Keen, Carol A. Finnegan, Eric M. Olson, and Stanley F. Slater, Marketing
Management,
2009. Keen footwear brand challenges itself to work towards being
a company that cares about the world both socially and environmentally. UNIT
2: Research, Markets, and Consumer Behavior
17. Why Traditional Market
Research Is a Waste of Time, Gavin Symanowitz, Finweek,
2014. Traditional
marketing research suffers from several inherent problems, the biggest of
which is that it is unavoidably artificial and hypothetical. Also, research
can often be interpreted in a way that is consistent with the researcher's
prior beliefs. This article suggests some alternative approaches that
alleviate these concerns.
18. Closer to the Truth, Molly Soat, Marketing
News,
2012. Supporting digitally driven research methods such as online
surveys with observational data collection methods (like behavioral tracking)
can better help companies hone in on their target market.19. Respect Your
Elders, Tom Stein and Tim Devaney, Marketing News,
2012. Digital marketing
techniques may be young and flashy, but conventional marketing strategies
have not lost their impact. The ideal modern marketing mix makes room for
both.20. Do You Have a Millennial Marketing Strategy?, Jeff Fromm,
Franchising World,
2011. The Millennial generation is larger than the Baby
Boomers and three times bigger than Generation X. Understanding their needs,
tastes and behaviors will impact marketing strategy development and business
success.21. Targeting Demographics in Beverage Marketing, Stephanie
Hilderbrandt, Beverage Industry Magazine,
2012. Many consumer packaged goods
companies invest a lot of time and research into learning about their
consumers and how their ethnicities, genders, values and geographic locations
impact their shopping decisions. As a result, companies have the opportunity
to strengthen their marketing programs to better reach these consumers.22. Ad
Campaigns Are Finally Reflecting Diversity of U.S., Natalie Zmuda,
Advertising Age,
2014. While America has grown more socially liberal, it has
taken advertisers some time to reflect this reality.23. Can More Information
Be a Bad Thing?, Robert S. Duboff, Marketing Management,
2012. Despite
researchers' best efforts, consumer decision-making will always have
subjective components.24. Our Brands, Ourselves: the Power of Attachment,
Laurence Vincent, The Conference Board Review,
2012. Brand attachment
measures how much consumers view the brand as an extension of themselves, how
much people will say that a brand is like them, reflects their values and
resembles the way they see themselves. UNIT 3: Developing and Implementing
Marketing Strategies
25. Tapping the Untapped, Diana Derval, Marketing
Management,
2012. Marketers can learn from product preferences that are
simply linked to consumers' physiology.26. The CMO and the Future of
Marketing, George S. Day and Robert Malcolm, Marketing Management,
2012. This
article examines how the roles, responsibilities, and influence of the chief
marketing officer will evolve in the future.27. How Emerging Giants Can Take
on the World, John Jullens, Harvard Business Review,
2013. Companies in
emerging markets embody a contradiction: They are both first movers and
latecomers, thus they face an existential threat. The trick is to learn to
innovate and manage quality while remaining nimble.
28. Lessons in App
Building, Jennifer Wang, Entrepreneur,
2012. The article traces the product
development process for apps-from design to trouble-shooting to marketing-and
presents valuable knowledge every small business should have before going
mobile.29. Brand Apathy Calls for New Methods: Turn Customer Preference from
"No Brand" to "Some Brand", Don E. Schultz, Marketing Management,
2010.
Building market share requires a new set of tools and brand strategies
designed to shift ongoing consumer preference and purchase from competitive
brands to yours.30. Branding's Big Guns, Paula Andruss, Entrepreneur,
2012.
This article chronicles the success of the 10 most trusted U.S . brands that
have become household names.31. Playing Well Together, Jason Daley,
Entrepreneur,
2012. Emerging co-branding concepts prove that strategic
business combinations can cut costs and broaden the customer base.32. The
Problem with the "Poverty Premium", Ethan Kay and Woody Lewenstein, Harvard
Business Review,
2013. Companies that target poor consumers in emerging
markets need to determine how much these consumers are really willing to pay
for their products and services.33. Pricing to Create Shared Value, Marco
Bertini and John T. Gourville, Harvard Business Review,
2012. The author
discusses five pricing strategies that companies can use to take the lead in
creating shared value with customers.34. The Devolution of Marketing: Is
America's Marketing Model Fighting Hard Enough to Keep Up?, Andrew R. Thomas
and Timothy J. Wilkinson, Marketing Management,
2011. This article argues
that the current American marketing model is dysfunctional, and small and
medium-sized businesses operate under a misconceived ideology of producing
and selling.35. Made in America?, Consumer Reports,
2013. This report
deciphers labeling laws and explains why a product that features an American
flag can still be produced abroad, helping consumers determine which brands
that tout the "made in America" claim are truly American.36. The Rebirth of
Retail, Jason Ankeny, Entrepreneur,
2011. This article discusses the
inspiration and vision behind Shopkick, a new shopping application.37.
Marketing Communication in a Digital Era: Marketers Should Focus Efforts on
Emerging Social, Mobile and Local Trends, Donna L. Hoffman and Thomas P.
Novak, Marketing Management,
2011. Marketers should focus efforts on emerging
social, mobile and local trends.38. Selling Green, Matt Villano,
Entrepreneur,
2011. A five-step guide to correctly market a business as green
is presented here.39. Social Gathering, Kara Ohngren, Entrepreneur,
2012.
Smart franchises enlist social media to enhance the brand, engage customers
and seek out new business.40. Advertising's New Campaign, Jennifer Wang,
Entrepreneur,
2012. The author discusses BlogFrog's new advertising campaign
which capitalizes on the massive influence of mom bloggers with its
brand-sponsored communities. UNIT 4: Global Marketing
41. New World Order
for Global Brands, J. Walker Smith, Andrew Curry, and Stokes Jones, Market
Leader,
2013. After the global economic collapse of 2008, some of the key
features of globalization are being called into question, particularly those
that affect the future of global brands.42. Understanding the Arab Consumer,
Vijay Mahajan, Harvard Business Review,
2013. The Arab World features a
growing middle class that yearns for progress and modernity and has no
interest in abandoning its religious traditions.
