The Forgotten P: A Real Life Guide to Practical Marketing
Edition: 2
Copyright: 2018
Pages: 152
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$68.36
Welcome to my book — The Forgotten P: A Real-Life Guide to Practical Marketing. The origins of the book came from a combination of over 30 years’ working as a marketing executive in a variety of industries, as well as a more recent career change to a full-time college lecturer in business programs at three southern universities. While the majority of marketing textbooks are very good guides to learning the fundamentals of marketing, rarely do these texts discuss in any detail what marketers actually do on a daily basis nor do they review the relationship between marketing and the other functional parts of a firm. Thus, I felt that there was a need for a marketing book that not only covered the theoretical approaches to the subject, but one that also provided practical tools and advice for those seeking a marketing career. My intention is simply to provide a very easy to understand and easy to refer to text for undergraduates interested in pursuing marketing as a career as well as graduate students whose undergraduate degrees were in majors other than marketing who would need to quickly get up to speed on the role of marketing within an organization.
Preface
Acknowledgements
Section One: An Introduction to Marketing
Chapter 1 - Marketing: What it is and what it isn’t
*Introduction
*Segmentation
*Targeting
*Positioning and Branding
*Nokia Mobile Phones Case
Chapter 2 - The 6 Ps of Marketing:
*Product
*Price,
*Promotion,
*Place,
*People
*Practical tools
Chapter 3 - Marketing Functions: what are the positions in marketing
*Brand/Product Marketing
*Marketing Communications
*Marketing Research
Section Two: How to Get a Great Marketing Job
Chapter 4 - Preparing your Marketing Resume: you need to market yourself before you get the job
*Introduction
*The Cover Letter
*The Resume
Chapter 5 - How to find marketing positions/where to look
*Best Sources for Marketing Job Searches
Chapter 6 - How to prepare and survive your interview with a marketing executive: knowing their points of view
*How You Should View This Visit and Prepare for Your Interview
*How Does the Company View Your Visit and Prepare for Their Interviews
*The “Big Day”
*Aftermath
Section Three: How Do You Survive and Thrive in a Marketing Career
Chapter 7 - Negotiating Skills: how you must be your own best agent
*Why Is Negotiations Necessary?
*Personal Power
*Why Students Should Be Taught Negotiations Skills
*Practical Negotiations Strategies
*Nine Top Negotiations Tips for Students
Chapter 8 - You’re in your First Marketing Job: now what? A guide to survival
*Introduction
*Marketing Career Planning Observations
Chapter 9 - A Day in the Life of a Marketer: an hour-by-hour breakdown of activities
*Brand/Product Manager: Lesley
*Marketing Communications Manager: Brian
*Market Research Manager: Blake
Appendix
Index
Jack Hopkins has spent decades as a marketing executive for companies ranging from Fortune 50 to start-up, as well as teaching marketing and international business at universities around the world.
Jack is currently a lecturer in the Marketing Department of the Wall College of Business at Coastal Carolina University. Previously, he was a lecturer in the Management Department of the College of Business at Clemson University and the Executive-in-Residence & Visiting Professor in the Department of Management, Marketing and International Business at the University of North Carolina, Pembroke. In addition, he has a small business management consulting company – Keowee Consulting Group (www.keoweeconsultinggroup.com). His primary focus is on marketing, strategic management and international business.
Jack’s corporate experience covers a wide range of global business activities, including the introduction and marketing of millions of units of products such as cellular phones, pagers, chips and consumer electronics, among others. He has held senior-level, executive positions in Fortune 50 companies, such as Motorola and Nokia, as well as new venture/start-up firms, such as California dot.coms. Jack was the head of marketing for Nokia when it entered the US market and oversaw its rise from a virtually unknown brand in the US to number 1 within three years. He lived and worked in Prague, Czech Republic, where he was in charge of New Europe (Central & Eastern European) marketing for Colliers International.
For the past 30 years, he has also taught part-time and full-time international business, entrepreneurship and general management courses at the undergraduate, MBA and executive MBA levels in the US and Europe. He has taught and lived in Russia under the auspices of the Russian government and in Denmark as a Fulbright scholar. Jack was selected by the US State Department to be on their Fulbright Specialist roster, a group of academic and professional experts to be used on international Fulbright grant projects, for a five year period (through 2018).
Jack holds a BA and MA in international relations from the University of Notre Dame, and an MBA in marketing from the University of Rhode Island. He currently lives with his wife in Myrtle Beach, SC.