MTU Cork Library Catalogue

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Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall and Elnora W. Stuart.

By: Solomon, Michael R.
Contributor(s): Marshall, Greg W | Stuart, Elnora W.
Material type: materialTypeLabelBookPublisher: Upper Saddle River : Pearson Prentice Hall, 2006Edition: 4th ed.Description: xxxii, 592 p. : col. ill. ; 28 cm.ISBN: 0131449680.Subject(s): Marketing -- Vocational guidanceDDC classification: 658.8002373
Contents:
Part I: Making marketing value decisions -- Welcome to the world of marketing -- Strategic planning and the marketing environment -- Think globally/act ethically -- Part II: Understanding consumers' value needs -- Marketing information and research -- Consumer behavior -- Business-to-business markets -- Sharpening the focus -- Part III: Creating the value proposition -- Creating the product -- Managing the product -- Services and other intangibles -- Pricing the product -- Part IV: Communicating the value proposition -- Connecting with the customer -- Advertising and public relations -- Sales promotion, personal selling and sales management -- Creating value through supply chain management -- Part V: Delivering the value proposition -- Retailing: bricks and clicks.
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
General Lending MTU Bishopstown Library Lending 658.8002373 (Browse shelf(Opens below)) 1 Available 00156089
Total holds: 0

Enhanced descriptions from Syndetics:

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day.

Includes bibliographical references (pages 551-562) and index.

Part I: Making marketing value decisions -- Welcome to the world of marketing -- Strategic planning and the marketing environment -- Think globally/act ethically -- Part II: Understanding consumers' value needs -- Marketing information and research -- Consumer behavior -- Business-to-business markets -- Sharpening the focus -- Part III: Creating the value proposition -- Creating the product -- Managing the product -- Services and other intangibles -- Pricing the product -- Part IV: Communicating the value proposition -- Connecting with the customer -- Advertising and public relations -- Sales promotion, personal selling and sales management -- Creating value through supply chain management -- Part V: Delivering the value proposition -- Retailing: bricks and clicks.

Table of contents provided by Syndetics

  • I Making Marketing Value Decisions
  • 1 Welcome to the World of Marketing: Creating and Delivering Value
  • 2 Strategic Planning and the Marketing Environment: The Advantage is Undeniable
  • 3 Think Globally Act Ethically
  • II Identifying Markets and Understanding Customers' Needs for Value
  • 4 Marketing Information and Research: Analyzing the Business Environment Off-Line and Online
  • 5 Consumer Behavior: How and Why People Buy
  • 6 Business-to-Business Markets: How and Why Organizations Buy
  • 7 Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
  • III Creating the Value Proposition
  • 8 Creating the Product
  • 9 Managing the Product
  • 10 Services and Other Intangibles: Marketing the Product that isn't there
  • 11 Pricing the Product
  • IV Communicating the Value Proposition
  • 12 Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing
  • 13 Advertising and Public Relations: The Beginnings of Marketing Communications
  • 14 Sales Promotion, Personal Selling, and Sales Management
  • V Delivering the Value Proposition
  • 15 Creating Value through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling
  • 16 Retailing: Bricks and Clicks
  • Appendix A Implementing Marketing Plans
  • Appendix B Sample Marketing Plan
  • Appendix C Marketing Math

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