Marketing by Alexander Hiam
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By Alexander Hiam


Essential Techniques and Strategies Geared Towards Results

By (author) See other recent books by Alexander Hiam See other recent books by Linda G. Rastelli
Format: Paperback

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Marketing by Alexander Hiam

Book Description

You can get there Where do you want to go? You might already be working in a business setting. You may be looking to expand your skills. Or, you might be setting out on a new career path. Wherever you want to go, Marketing will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you learn fundamental marketing concepts; it also helps you master the core competencies and skills you need to succeed in the classroom and beyond. The book's brief, modular format and variety of built-in learning resources enable you to learn at your own pace and focus your studies. With this book, you will be able to: Develop an effective marketing plan designed to reach your target audience. Assess buying factors and estimate marketing effectiveness in buying situations. Learn how to segment and target markets. Conduct market research, including primary and secondary research methods, and quantitative and qualitative methods. Develop and manage products, and learn how to use product packaging and labeling to your advantage. Make the most of marketing channels. Implement merchandising and direct marketing strategies. Understand the factors to consider when setting prices. Pump up marketing communications with great visuals, writing, and attention-getting strategies. Choose the best possible advertising options for your marketing plan. Learn how to handle public relations tasks, prepare reasonable impact scenarios, and use press releases to tell a story. Use the internet to market your products. Wiley Pathways helps you achieve your goals When it comes to learning about business, not everyone is on the same path. But everyone wants to succeed. The new Wiley Pathways series in Business helps you achieve your goals with its brief, inviting format, clear language, and focus on core competencies and skills. The books in this series--Business Communication, Finance, Marketing, Business Math, and Real Estate--offer a coordinated curriculum for learning business. Learn more at

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Book Details

ISBN: 9780471790792
ISBN-10: 0471790796
Format: Paperback
(232mm x 189mm x 21mm)
Pages: 384
Imprint: John Wiley & Sons Inc
Publisher: John Wiley & Sons Inc
Publish Date: 8-Sep-2006
Country of Publication: United States

Other Editions...

Books By Author Alexander Hiam

Marketing For Dummies by Alexander Hiam Marketing For Dummies, Paperback (June 2014)

Master the latest marketing tools and trends Marketing strategies are evolving faster than ever before, and mastering the latest and greatest strategies are essential to getting results.

Business Innovation For Dummies by Alexander Hiam Business Innovation For Dummies, Paperback (May 2010)

Discover how to access your creative power to boost your success inbusiness Success in business demands constant creativity. Generatingfresh solutions to problems and the ability to invent new productsor services for a changing market are part of the intellectualcapital that gives a company its competitive edge.

Marketing Kit For Dummies by Alexander Hiam Marketing Kit For Dummies, Paperback (January 2009)

The forms, letters, and other tools included in Marketing Kit For Dummies , 3rd Edition enable readers to start a successful marketing program from the beginning. The expert tips and information presented in the book take some of the mystery out of marketing and explain, step-by-step, how to implement and execute a successful marketing strategy.

Portable MBA in Marketing by Alexander Hiam Portable MBA in Marketing, Hardback (April 1998)

Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer.

» View all books by Alexander Hiam


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Author Biography - Alexander Hiam

Alexander Hiam, MBA, is a corporate consultant whose clients include many Fortune 500 companies. He has written numerous books and taught advertising and marketing at the University of Massachusetts at Amherst. Linda G. Rastelli (Middletown, NJ) has been a professional journalist for 18 years, and has a background in education (MA from Columbia University).

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