marketing

Presents an introduction to advertising and marketing, providing information on how advertising works, how ad campaigns target consumers, and includes a history of the advertisng industry.

Traces the history of the TOMS shoe company and explains the company's One for One movement, which emphasizes giving back to the community and pursuing one's passions and finding meaning in everyday life.

Describes certain business and economic models that are often applied in relation to wealth distribution, arguing that products that are in low demand or have low sales volume can collectively make up a market share that rivals the relatively few current bestsellers.

Presents an update of marketing researcher and consultant Peter Zollo's "Wise Up to Teens," in which he explains why teenagers should be considered as important consumers and discusses how to advertise to teenagers by being aware of trends, social hierarchy, and celebrity influences.

Discusses the influence of smoking advertisements on television, film, and other types of popular media, covering the way tobacco companies reach smokers and potential new customers with savvy marketing efforts, and the work done by antismoking advocates.