Marketing Management and Becoming a Helper

Marketing Management

Author: Kotler

Kotler/Keller is the gold standard in the marketing management discipline because it continues to reflect the latest changes in marketing theory and practice.

Topics covered include brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications.

For marketing professionals who place special emphasis to creativity and imagination in marketing management.

Table of Contents:

Pt. 1	Understanding Marketing Management	1
Ch. 1	Defining Marketing for the Twenty-First Century	1
Ch. 2	Adapting Marketing to the New Economy	33
Ch. 3	Building Customer Satisfaction, Value, and Retention	59
Pt. 2	Analyzing Marketing Opportunities	89
Ch. 4	Winning Markets Through Market-Oriented Strategic Planning	89
Ch. 5	Gathering Information and Measuring Market Demand	122
Ch. 6	Scanning the Marketing Environment	158
Ch. 7	Analyzing Consumer Markets and Buyer Behavior	182
Ch. 8	Analyzing Business Markets and Business Buying Behavior	215
Ch. 9	Dealing with the Competition	241
Ch. 10	Identifying Market Segments and Selecting Target Markets	278
Pt. 3	Developing Market Strategies	307
Ch. 11	Positioning and Differentiating the Market Offering Through the Product Life Cycle	307
Ch. 12	Developing New Ma rket Offerings	348
Ch. 13	Designing Global Market Offerings	383
Pt. 4	Shaping the Market Offering	406
Ch. 14	Setting the Product and Branding Strategy	406
Ch. 15	Designing and Managing Services	443
Ch. 16	Developing Price Strategies and Programs	470
Pt. 5	Managing and Delivering Marketing Programs	503
Ch. 17	Designing and Managing Value Networks and Marketing Channels	503
Ch. 18	Managing Retailing, Wholesaling, and Market Logistics	534
Ch. 19	Managing Integrated Marketing Communications	563
Ch. 20	Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing	589
Ch. 21	Managing the Sales Force	637
Ch. 22	Managing the Total Marketing Effort	665

See also: Microeconomics and The Serving Leader

Becoming a Helper

Author: Marianne Schneider Corey

Ideal for anyone embarking on or considering a career in human services, counseling, psychology, social work, or any of the other helping professions, this book provides an overview of the stages of the helping process, as well as the skills and knowledge required to be a successful helping professional. Drawing on their years of experience, the Coreys focus on the struggles, anxieties, and uncertainties one encounters on the road to becoming an effective helper. The book emphasizes self-reflection on a number of professional issues and challenges the reader to examine their motives for choosing a helping career, and takes a candid look at the demands and strains they'll face in the helping professions.

Table of Contents:

1. Are the Helping Professions for You? 2. Getting the Most From Your Education and Training. 3. Helper Know Thyself. 4. Common Concerns of Beginning Helpers. 5. Theory Applied to Practice. 6. The Helping Process. 7. Understanding Diversity. 8. Knowing Your Values. 9. Ethical and Legal Issues Facing Helpers. 10. Managing Boundary Issues. 11. Working in the Community. 12. Working with Groups. 13. Stress and Burnout and Self-Care. References and Reading List. Name Index. Subject Index.