INSEAD Library

Last print edition. Latest editions available on INSEAD's Career Development website.

Digitized

Vault Career Guide to Marketing and Brand Management Table of Contents INTRODUCTION 1 THE SCOOP Chapter 1: Functional Overview 3 5 Brand Management .................................................................................6 Advertising ............................................................................................. 7 Affiliate/Property Marketing .................................................................. 9 Price Marketing/Sales Forecast .............................................................. 9 High-Tech Marketing ............................................................................. 10 Marketing Consulting ............................................................................. 11 Direct Marketing .....................................................................................12 Media ...................................................................................................... 13 Public Relations ...................................................................................... 15 Marketing Research ................................................................................ 17 Marketing Case: Creating a Category .................................................... 19 Chapter 2: Building Your Marketing Foundation 21 The Marketing Mindset .......................................................................... 21 Three Crucial Marketing Frameworks ................................................... 25 What is a Brand? .....................................................................................29 Top 13 Ways to Revitalize a Brand ........................................................30 The Basics of Advertising ...................................................................... 32 Evaluating an Ad .................................................................................... 34 The Medium is the Message ................................................................... 36 GETTING HIRED 39 Chapter 3: Hiring Basics, Resumes and Cover Letters 41 Qualifications .......................................................................................... 41 Is Marketing Right for You? ................................................................... 42 How to Create a Winning Resume .......................................................... 44 Cover Letters that Kick Butt and Take Names ....................................... 45 Networking and Headhunting ................................................................. 48 What Should I Look for in a Marketing Company? ............................... 49 Marketing Case: Creating Consumer Demand ....................................... 51 Chapter 4: The Interview 53 The Inquisition ........................................................................................ 53 What You Can Do to Prepare ................................................................. 55 General and Behavioral Questions .......................................................... 55 The Case Interview ................................................................................. 58 Marketing Case: Building a Sustainable Brand ...................................... 63 ON THE JOB 65 Chapter 5: Job Responsibilities 67 Key Responsibilities and Duties ............................................................. 67 A Day in the Life of an Assistant Brand Manager (sort of) ................... 70 A More Realistic Look at a Day in the Life of a Brand Manager .......... 71 The Functions of the Brand Manager ..................................................... 74 Chapter 6: Career Path and Lifestyle 75 The Traditional Brand Management Career Path ................................... 75 Lifestyle ...................................................................................................76 Marketing Case: Brand Repositioning .................................................... 80 Final Analysis .......................................................................................... 81 APPENDIX 83 Marketing Jargon/Buzzwords ............................................................... 83 Selected Reading ................................................................................... 87 Major Marketing Employers .................................................................91 About the Authors ............................................................................... 116