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| The Marketplace | |
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| Careers in Marketing--American Eagle Outfitters | |
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| Portfolio Project--What is a Portfolio? | |
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| The Marketing Connection | |
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| The Changing Marketplace | |
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| The Current Marketplace | |
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| The Character of the Market | |
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| Careers in Marketing--The Green Building Alliance | |
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| Portfolio Project--Organizing and Planning | |
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| The Economic Environment | |
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| Business Development | |
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| Management and Leadership | |
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| Develop Your Product | |
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| Careers in Marketing--American Airlines Center | |
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| Portfolio Project--Interests, Values, and Careers | |
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| Self-Awareness | |
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| Values and Goals | |
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| Features and Benefits | |
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| Product Promotion: Your Self-Presentation | |
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| Careers in Marketing--Apple | |
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| Portfolio Project--Introducing Yourself | |
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| A Positive Attitude | |
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| Professional Behavior | |
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| First Impressions | |
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| Who is Your Market? | |
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| Careers in Marketing--PNC Financial Services Group | |
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| Portfolio Project--Involving Others in Your Portfolio | |
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| Identify Market Segments | |
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| Research Your Target Market | |
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| Explore Opportunities | |
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| Strategy and Planning | |
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| Careers in Marketing--Heinz | |
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| Portfolio Project--Your Self-Marketing Plan | |
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| Positioning Yourself | |
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| Your Personal Marketing Plan | |
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| Career Trends | |
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| Resumes: Your Personal Advertisement | |
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| Careers in Marketing--Staples | |
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| Portfolio Project--Your Self-Marketing Plan | |
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| Where to Begin | |
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| Content and Structure | |
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| Resume Formats | |
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| Pricing Your Product | |
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| Careers in Marketing-- the TJX Companies | |
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| Portfolio Project--Demonstrating Your Value to an Employer | |
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| Money and Value | |
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| Salary Research | |
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| Salary Negotiations | |
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| Product Promotion: Correspondence and Other Tools | |
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| Careers in Marketing-- AT&T | |
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| Portfolio Project--Writing Effective Letters | |
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| Business Correspondence | |
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| Structure and Etiquette | |
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| Employment Correspondence | |
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| Product Promotion: Selling Yourself in Interviews | |
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| Careers in Marketing-- Giant Eagle | |
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| Portfolio Project--Answering Tough Interview Questions | |
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| Interview Basics | |
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| During and After the Interview | |
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| Listening and Nonverbal Skills | |
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| Workplace Success | |
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| Careers in Marketing--Sony | |
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| Portfolio Project--Showing Your Portfolio | |
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| Starting a New Job | |
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| Employment Satisfaction | |
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| Issues in the Workplace | |
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| The Entrepreneurial Spirit | |
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| Careers in Marketing--Avon | |
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| Portfolio Project--Demonstrating Your Best Work | |
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| Entrepreneurs in Our Economy | |
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| Starting a Small Business | |
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| Becoming an Entrepreneur | |
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| Glossary | |
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| Index | |