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The New York Times Pocket MBA Series
Sales & Marketing
Learn the 25 keys to build awareness of new brands and learn the secrets
of forceful advertising and marketing strategies:
Key 1. The need to understand the complexity of marketing.
Key 2. Positioning and why it is important in guiding marketing
strategy.
Key 3. Why the job of the marketing manager is key to the success of
the firm.
Key 4. Understanding why knowledge of the marketing environment
contributes to a firm's success.
Key 5. Managing demand states.
Key 6. Why a lack of marketing research means "flying blind."
Key 7. A guide for the marketing manager's involvement in the research
process.
Key 8. The importance of understanding the consumer. Part 1.
Key 9. The importance of understanding the consumer. Part 2.
Key 10. Why selling to the entire market may not be a good idea.
Key 11. How to generate repeat purchases.
Key 12. Establishing a brand name is a key strategic advantage.
Key 13. The inherent advantage of the pioneer brand.
Key 14. How can the follower brand compete?
Key 15. Can new products give new life to companies?
Key 16. Issues relating to effective product strategy.
Key 17. Pricing could be tricky. What should I charge?
Key 18. Effective ways to promote your product.
Key 19. Advertising as a promotional tool.
Key 20. Distribution as an effective component of marketing strategy.
Key 21. How to effectively integrate the 4 P's of marketing.
Key 22. International marketing as a potential focus of the company.
Key 23. Case Study: A marketing success story.
Key 24. Case Study: A marketing challenge.
Key 25. Future directions of marketing strategies.
Sales & Marketing is part of The New York Times Pocket MBA Series, a
reference series easily accessible to all businesspersons, from
first-level managers to the executive suite. The 12-volume series is
written by Ph.D.s who teach in the finest graduate business programs in
the country, and edited by business editors from The New York Times.
The structure of each volume presents an unparalleled synopsis of
crucial principles of specific areas of business expertise.
AUTHOR BIO:
Michael A. Kamins, Ph.D., is an Associate Professor of Marketing at the
Marshall School of Business Administration at the University of Southern
California. He has published over 30 articles in journals including the
Journal of Marketing Research and Journal of Advertising, and has
consulted for firms such as AT&T, Canon, Hilton and Sony TriStar.
NARRATOR BIO:
Grover Gardner has recorded over 450 audiobooks and was named one of
Audiofile Magazine's Golden Voices of 1999. He is a member of the
Woolly Mammoth Theater Company, Resident Director at Everyman Theater in
Baltimore and has received 5 Helen Hayes Award nominations of his work.
of forceful advertising and marketing strategies:
Key 1. The need to understand the complexity of marketing.
Key 2. Positioning and why it is important in guiding marketing
strategy.
Key 3. Why the job of the marketing manager is key to the success of
the firm.
Key 4. Understanding why knowledge of the marketing environment
contributes to a firm's success.
Key 5. Managing demand states.
Key 6. Why a lack of marketing research means "flying blind."
Key 7. A guide for the marketing manager's involvement in the research
process.
Key 8. The importance of understanding the consumer. Part 1.
Key 9. The importance of understanding the consumer. Part 2.
Key 10. Why selling to the entire market may not be a good idea.
Key 11. How to generate repeat purchases.
Key 12. Establishing a brand name is a key strategic advantage.
Key 13. The inherent advantage of the pioneer brand.
Key 14. How can the follower brand compete?
Key 15. Can new products give new life to companies?
Key 16. Issues relating to effective product strategy.
Key 17. Pricing could be tricky. What should I charge?
Key 18. Effective ways to promote your product.
Key 19. Advertising as a promotional tool.
Key 20. Distribution as an effective component of marketing strategy.
Key 21. How to effectively integrate the 4 P's of marketing.
Key 22. International marketing as a potential focus of the company.
Key 23. Case Study: A marketing success story.
Key 24. Case Study: A marketing challenge.
Key 25. Future directions of marketing strategies.
Sales & Marketing is part of The New York Times Pocket MBA Series, a
reference series easily accessible to all businesspersons, from
first-level managers to the executive suite. The 12-volume series is
written by Ph.D.s who teach in the finest graduate business programs in
the country, and edited by business editors from The New York Times.
The structure of each volume presents an unparalleled synopsis of
crucial principles of specific areas of business expertise.
AUTHOR BIO:
Michael A. Kamins, Ph.D., is an Associate Professor of Marketing at the
Marshall School of Business Administration at the University of Southern
California. He has published over 30 articles in journals including the
Journal of Marketing Research and Journal of Advertising, and has
consulted for firms such as AT&T, Canon, Hilton and Sony TriStar.
NARRATOR BIO:
Grover Gardner has recorded over 450 audiobooks and was named one of
Audiofile Magazine's Golden Voices of 1999. He is a member of the
Woolly Mammoth Theater Company, Resident Director at Everyman Theater in
Baltimore and has received 5 Helen Hayes Award nominations of his work.
2 pages, Audio Cassette
First published January 1, 2000
2 people are currently reading
29 people want to read
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Community Reviews
Displaying 1 - 7 of 7 reviews
July 15, 2022
This book lists 25 points about sales and marketing, mainly in marketing. I am not an expert in the area so I cannot judge whether the points are stated correct or are indeed the most important ones in the art. But I enjoy reading the book because it illustrates these points with interesting historical recounts and stories.
February 21, 2017
A nice overview of the field that is easily read in an afternoon. Covers a number of things I hadn't thought of but I'm still not very fond of the field on the whole.
March 25, 2018
Not bad, but really too tiny to be significant.
August 29, 2019
Super quick listen. Didn't really get much out of this one
October 25, 2019
Quick listen, that sums up some key elements in marketing.
February 17, 2025
Republished in 2023, but written 25 years ago. It is terribly outdated and not worth the two hours.
Displaying 1 - 7 of 7 reviews