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Prentice Hall's one-day MBA in marketing : a complete education for the busy professional

Author: Michael Muckian; Prentice-Hall, Inc.
Publisher: Paramus, NJ : Prentice Hall Press, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"Prentice Hall's One-Day MBA in Marketing provides a comprehensive guide to marketing, written in a style that is easily understood, succinct and highly applicable to the business setting." "This "soup-to-nuts" volume covers marketing basics, including product and company awareness, knowledge about current and potential audiences, the importance and elements of developing a brand, building marketing plans, writing
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Additional Physical Format: Online version:
Muckian, Michael.
Prentice Hall's one-day MBA in marketing.
Paramus, NJ : Prentice Hall Press, ©2001
(OCoLC)760905325
Document Type: Book
All Authors / Contributors: Michael Muckian; Prentice-Hall, Inc.
ISBN: 0735202079 9780735202078 0130281565 9780130281562
OCLC Number: 45791426
Notes: Includes index.
Description: xix, 316 pages ; 24 cm
Contents: Introduction: We Are All Marketers --
Ch. 1. The Marketing Mystique --
Ch. 2. Know Your Market --
Ch. 3. Understanding Position and Brand --
Ch. 4. Making Plans --
Ch. 5. Building Your Marketing Budget --
Ch. 6. The Marketing Gestalt --
Ch. 7. From Creative Thinking to Strategic Planning --
Ch. 8. Copywriting Magic --
Ch. 9. The Art of Design --
Ch. 10. Working with an Ad Agency --
Ch. 11. Preparing Your Product Launch --
Ch. 12. Public Relations: Part 1: Purpose and Principles --
Ch. 13. Public Relations: Part 2: Media Relations --
Ch. 14. Serious Sales: Part 1: We All Sell --
Ch. 15. Serious Sales: Part 2: Mastering Educated Selling --
Ch. 16. The Media Explosion --
Ch. 17. The New Demographics.
Other Titles: One-day MBA in marketing
Responsibility: Michael Muckian.

Abstract:

"Prentice Hall's One-Day MBA in Marketing provides a comprehensive guide to marketing, written in a style that is easily understood, succinct and highly applicable to the business setting." "This "soup-to-nuts" volume covers marketing basics, including product and company awareness, knowledge about current and potential audiences, the importance and elements of developing a brand, building marketing plans, writing budgets, and understanding the full marketing gestalt."

"You'll also learn about what is and isn't good copywriting and design, and review the basic principles of each. Pick up tips on working with an advertising agency and how to get the most for your marketing dollars. Learn the steps of a successful product launch and how to approach, enter and conquer your chosen market segment." "This volume also provides insights on public relations and sales and offers ideas on ancillary marketing and advertising channels to help you make the most of the opportunities available to you."--Jacket.

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WorldCat User Reviews (1)

Finance Eye-opener

by Ubalu (WorldCat user published 2012-10-27) Excellent Permalink

Here is great book for a beginner who can take the time to do a self-study on finance and accounting. Author Muckian is a very good teacher, explaining concepts in a style understandable to lay persons as well as business professionals. He gives the novice a good know-how on finance, accounting,...
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