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An introduction to marketing discusses such topics as designing a marketing program, research, advertising, sales, and telemarketing.
Alex Hiam (pronounced High-am ) has had marketing in his blood for many years. He has worked in the marketing departments of a Silicon Valley computer startup and a Fortune 100 company and helps countless clients write marketing plans and solve marketing and sales problems in industries as varied as restaurants, sporting goods, financial services, health care, transportation, and industrial chemicals.Alex has also investigated customer service and product quality issues for The Conference Board and its all-star membership list, including companies like Corning, Ford, Whirlpool, IBM, and Procter & Gamble.Alex's credentials include degrees from Harvard and U.C. Berkeley (where he earned an MBA in marketing and strategy), and he taught marketing and advertising as a visiting professor at the School of Management of the University of Massachusetts at Amherst for many semesters. He has authored more than a dozen books on marketing and related topics, including The Portable MBA in Marketing (a Fortune Book Club main selection), The Vest-Pocket Marketer, The Entrepreneur's Complete Sourcebook, The Vest-Pocket CEO, and Closing the Quality Gap: Lessons from America's Leading Companies.Alex is currently facing a new marketing challenge in his own work. He founded Human Interactions Asessment & Management, a firm specializing in innovative products for trainers, consultants, human resource managers, and marketing/sales managers, and he is now working to build its product lines and establish it as a leading brand. The first two products are already out: The Portable Conference on Change Management and a training and planning line for negotiators called Flex Style Negotiation (both distributed by HRD Press of Pelham, Mass.). He intends to use Marketing For Dummies extensively as he undertakes this new career challenge!