This twenty-ninth edition of "Annual Editions: Marketing" provides convenient, inexpensive access to current articles selected from the best of the public press. Organizational features include: an annotated listing of selected World Wide Web sites; an annotated table of contents; a topic guide; a general introduction; brief overviews for each section; a topical index; and an instructor's resource guide with testing materials. "Using Annual Editions in the Classroom" is offered as a practical guide for instructors. "Annual Editions" titles are supported by a student website.

Table of Contents:
UNIT 1. Marketing in the 2000s and Beyond Part A. Changing Perspectives 1. Marketing Outlook 2006, Marketing News, January 15, 2006 Marketing News prognosticates some of the key ingredients and segments of the marketing mix and strategy for 2006. 2. The World's Most Innovative Companies, Jena McGregor, BusinessWeek, April 24, 2006 BusinessWeek and the Boston Consulting Group rank the most innovative companies and elucidate how their creativity goes beyond products to rewiring themselves. 3. The Next 25 Years, Alison Stein Wellner, American Demographics, April 2003 Alison Wellner makes population and demographic projections for the next quarter century, forecasting a larger, older, and more diverse nation with many opportunities and challenges for business. 4. Customers at Work, Peter C. Honebein and Roy F. Cammarano, Marketing Management, January/February 2006 The authors describe ways self-service customers can reduce costs and become cocreators to value. 5. The Vanishing Mass Market, Anthony Bianco, BusinessWeek, July 12, 2004 New technology. Product proliferation. Fragmented media. For marketers and consumers alike, it's a whole new world. Part B. The Marketing Concept 6. Marketing Myopia (with Retrospective Commentary), Theodore Levitt, Harvard Business Review, September/October 1975 According to Theodore Levitt, shortsighted managers are unable to recognize that there is no such thing as a growth industry--as the histories of the railroad, movie, and oil industries show. To survive, he says, a company must learn to apply this marketing concept: to think of itself not as producing goods or services but as buying customers. 7. Manage Customer-Centric Innovation--Systematically, Larry Selden and Ian C. MacMillan, Harvard Business Review, April 2006 A disciplined process of customer R&D at the front lines, according to Larry Selden and Ian MacMillan, will turn wishes into an enduring competitive edge--and a growing market cap. 8. Best Buy's Giant Gamble, Matthew Boyle, Fortune, April 3, 2006 Matthew Boyle discloses how Brad Anderson is out to blow up Best Buy's entire success formula--by shifting the company's focus from pushing gadgets to catering to customers. 9. Listening to Starbucks, Alison Overholt, Fast Company, July 2004 Alison Overholt discusses how there are clear parallels between the way Starbucks is developing a new music business and the way Howard Schultz developed the core coffee business. Part C. Services and Social Marketing 10. Surviving in the Age of Rage, Stephen J. Grove, Raymond P. Fisk, and Joby John, Marketing Management, March/April 2004 The authors scrutinize why learning to manage angry customers is a crucial part of today's service landscape. 11. Pill Pushers, Robert Langreth and Matthew Herper, Forbes, May 8, 2006 The drug industry, according to the authors, has abandoned science for salesmanship. Part D. Marketing Ethics and Social Responsibility 12. Wrestling with Ethics, Philip Kotler, Marketing Management, November/December 2004 Philip Kotler grapples with the question, "Is marketing ethics an oxymoron?" 13. Trust in the Marketplace, John E. Richardson and Linnea Bernard McCord, McGraw-Hill/Dushkin, 2000 The authors scrutinize the significance of companies that are cognizant of the precarious nature and powerful advantages of gaining and maintaining trust with their customers in the marketplace. 14. Fidelity Factor, Jeff Hess and John W. Story, Marketing Management, November/December 2005 Jeff Hess and John Story discuss the importance of ensuring customer relationships by infusing them with trust. UNIT 2. Research, Markets, and Consumer Behavior Part A. Market Research 15. A Century of Innovation, James M. Pethokoukis, U.S. News & World Report, May 15, 2006 James Pethokoukis sheds light on what makes Special K and other Kellogg products so special after all these years. 16. Team Spirit, Ed Burghard and Lisa Mackay, Marketing Management, November/December 2004 The authors delineate how teamwork creates brands that change categories and improve lives. Part B. Markets and Demographics 17. A New Age for the Ad Biz, Jonathan Peterson, Los Angeles Times, June 4, 2006 Jonathan Peterson examines why marketers who once focused on youth are trying to entice the graying baby boom set. 18. The Halo Effect, Michael Fielding, Marketing News, February 1, 2005 Michael Fielding demonstrates why Christian consumers are a bloc that matters to all marketers. 19. Kodak Sharpens Digital Focus on Its Best Customers: Women, William M. Bulkeley, The Wall Street Journal, July 6, 2005 Kodak's research showed that women wanted digital photography to be simple, and they desired high-quality prints to share with family and friends. 20. Kid Power, Katy Kelly and Linda Kulman, U.S. News & World Report, September 13, 2004 The average child sees 40,000 TV ads a year; a baby's first word might be "Coke." According to the authors, it's harder than ever for parents to say no to the kids' marketing demands. Part C. Consumer Behavior 21. You Choose, You Lose, George H. Leon, Marketing Management, January/February 2006 George Leon conveys how unrestrained consumer choices can derail manufacturing productivity and profitability. 22. Every Move You Make, Linda Tischler, Fast Company, April 2004 Linda Tischler reveals how savvy market researchers are cross-pollinating Margaret Mead with reality TV to uncover the truth behind consumer behavior. UNIT 3. Developing and Implementing Marketing Strategies 23. The Very Model of a Modern Marketing Plan, Shelly Reese, Marketing Tools, January/February 1996 Shelly Reese tells how companies are rewriting their strategies to reflect customer input and internal coordination. Part A. Product 24. Breakaway Brands, Al Ehrbar et al., Fortune, October 31, 2005 Al Ehrbar examines how ten companies, making products that range from drills to waffles, took good brands and made them better. 25. In Praise of the Purple Cow, Seth Godin, Fast Company, February 2003 To be successful in marketing you need to stand out and that means becoming a purple cow--that is, becoming remarkable in a field of brown cows. Innovation in marketing is an important key to succeeding in business. 26. He Came. He Sawed. He Took on the Whole Power-Tool Industry, Melba Newsome, Inc., July 2005 Stephen Gass invented a table saw that stops dead when it touches flesh. Ironically, discloses Melba Newsome, the industry wants nothing to do with him. Part B. Pricing 27. Customer-Centric Pricing: The Surprising Secret for Profitability, Robert G. Cross and Ashutosh Dixit, Business Horizons, 2005 The authors delineate how segmentation based on buying behavior uncovers a tremendous differential in willingness to pay for subjective product attributes such as convenience, status, and quality. 28. Mind Your Pricing Cues, Eric Anderson and Duncan Simester, Harvard Business Review, September 2003 For most of the items consumers buy, according to the authors, they don't have an accurate sense of what the price should be. The article covers some of the most common pricing cues retailers use and reveals some surprising facts about how--and how well--those cues work. 29. Pricing Gets Creative, Eric V. Roegner, Michael V. Marn, and Craig C. Zawada, Marketing Management, January/February 2005 The authors explain why it takes more than absolute price levels to drive customer behaviors and perceptions. 30. Boost Your Bottom Line by Taking the Guesswork Out of Pricing, Alison Stein Wellner, Inc., June 2005 When it comes to setting prices, many business owners go with their gut. Alison Wellner recommends a better approach: Start by asking what your product or service is really worth. Part C. Distribution 31. The Old Pillars of New Retailing, Leonard L. Berry, Harvard Business Review, April 2001 In the course of his extensive research on dozens of retailers, Leonard Berry found that the best companies create value for their customers in five interlocking ways. 32. Upscale Experience, Downscale Prices, Kris Hudson, The Wall Street Journal, November 21, 2005 Kris Hudson investigates how some retailers are attempting to draw middle-class and upscale shoppers into their stores. 33. How to Beat Wal-Mart, Matthew Maier, Business 2.0, May 2005 Wal-Mart is the biggest company in the world, it is ruthless, and it devours competitors as it kills categories. Matthew Maier discusses four strategies for taming the beast of Bentonville. Part D. Promotion 34. Behind the Magic, Chris Penttila, Entrepreneur, August 2005 How do stellar sellers work their magic? Chris Penttila relates some of the sales secrets of successful salespeople--from the first call to closing the deal. 35. The Online Ad Surge, Stephen Baker, BusinessWeek, November 22, 2004 Stephen Baker describes how brand advertising has taken off and is shaking up Madison Ave. 36. Stronger Sales in Just 28 Minutes, Thomas Mucha, Business 2.0, June 2005 Thomas Mucha analyzes why mainstream firms are lining up to learn the art of the effective infomercial. UNIT 4. Global Marketing 37. Segmenting Global Markets: Look Before You Leap, V. Kumar and Anish Nagpal, Marketing Research, Spring 2001 The authors of this article advocate that before implementing a global market segmentation strategy, it is imperative to have an understanding and to grasp the significance of both local and global issues. 38. How China Will Change Your Business, Ted C. Fishman, Inc., March 2005 Powered by the world's most rapidly changing large economy, China is an ever-increasing presence and influence in our lives, connected to us by the world's shipping lanes, financial markets, telecommunications, and above all, the globalization of appetites. 39. Three Dimensional, Masaaki Kotabe and Crystal Jiang, Marketing Management, March/April 2006 The authors reveal how the markets of Japan, Korea, and China are far from homogeneous. 40. Tech's Future, Steve Hamm, BusinessWeek, September 27, 2004 With affluent markets maturing, technology's next 1 billion customers will be Chinese, Brazilian, and Thai. In reaching them, Steven Hamm believes the industry will be profoundly transformed. 41. Selling to the Poor, Allen L. Hammond and C.K. Prahalad, Foreign Policy, May/June 2004 Searching for new customers eager to buy your products? Try the world's 4 billion poor people, the largest untapped consumer market on earth.