INSEAD Library

Digitized

Careers in Marketing Contents Preface ix Acknowledgment xiii CHAPTER 1 Marketing Careers in the Twenty-first Century 1 The Internet revolution · Evolution of the field of marketing Scope of the marketing field · Overview of marketing careers Trends affecting marketing careers · E-commerce and global marketing · A career in marketing · Additional sources of information CHAPTER 2 Careers in Marketing Research 19 The marketing research process · Work of marketing researchers Marketing research online · Positions in marketing research Opportunities in marketing research · Additional sources of information CHAPTER 3 Careers in Product Development 41 The importance of product development · Complex production and multifaceted global markets · The electronic goods and services revolution · New kinds of economic needs · PDMA awards for innovative product development · Drivers of new-product development · Product development dimensions and process · The importance of brands · Brand information online Related work of product and brand managers · Product recalls Product management teams · Packaging, distribution, and promotion · Opportunities in product management · Additional sources of information CHAPTER 4 Careers in Advertising and Sales Promotion 63 The traditional image · Changing speed--from fast to warp Relationship of advertising and sales promotion · The evolution of advertising · Advertising strategy · Where advertising professionals are employed · Careers in advertising agencies Truth in advertising · Job requirements and career paths · Types of sales promotion · Positions in sales promotion · Online advertising and promotion · Expanding range of e-channels Opportunities for advertising and sales promotion professionals Employment outlook · Additional sources of information CHAPTER 5 Careers in Public Relations and Customer Service 89 The value of public relations · Spin, damage control, and ethics The role of public relations in sales promotion · The nature of public relations work · Education and personal requirements Opportunities in public relations · Sources of professional information · The importance of customer service in today's economy · Customer service sales · Technology and customer service · Additional source of information CHAPTER 6 Careers in Industrial, Wholesale, and Direct Sales 103 The sales professional · The nature of sales work · Industrial sales and wholesaling · E-commerce and online technologies The growth of direct marketing · Direct selling · Direct response retailing · Database marketing · Teleservices · Catalog retailing Direct mail · Opportunities for sales representatives · Additional sources of information CHAPTER 7 Careers in Retailing 121 Trends in retailing · Applying advanced technology and e-commerce · Retail sales · Sales management · Merchandise buying and management Opportunities in retailing · Additional sources of information CHAPTER 8 Careers in Marketing Management 135 The restructuring of corporate management · Marketing managers · Middle managers and supervisors · Succeeding in management · Attracting a mentor · Women in management Chief executive officers · Resources for managers · Opportunities for managers · Management compensation CHAPTER 9 Careers in Global Marketing 147 The impact of foreign competition on U.S. corporations Consumer demand and its impact on global marketing · How companies are involved in foreign markets · More about careers in global marketing · Global ecommerce and teleservices Opportunities in global marketing · Additional sources of information CHAPTER 10 Careers in Education, Consulting, Entrepreneurship, and Franchising 157 Marketing education · Marketing consulting · Additional sources of information for consultants · Online job services for independent contractors · Entrepreneurship · Additional sources of information for small businesses · Franchising · Sources of information on franchises CHAPTER 11 Economic Trends and Their Impact on Marketing Careers 175 Services marketing · Changes in the American economy and business · The impact of changing technology · Effects of the Internet economy on marketing · Changes in lifestyles and values The job market · Trends in employment and compensation CHAPTER 12 Beginning a Successful Career in Marketing 185 Getting the best education · Gaining the necessary experience Defining career objectives · Locating jobs · Gaining company information · The resume · Preparing for the interview · The interview