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: BookPublisher: Upper Saddle River ; London : Pearson Education International, 2009Edition: 6th ed.Description: 624 p. : col. ill., map ; 28 cm.ISBN: 9780137142538.Subject(s): Marketing -- Vocational guidanceDDC classification: 658.80023Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.80023 (Browse shelf(Opens below)) | 1 | Available | 00156093 |
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658.800151 Quantitative analysis in marketing management / | 658.80015195 Mastering Metrics : CIM diploma in professional marketing : Official module guide / | 658.800182 Marketing decisions : a bayesian approach / | 658.80023 Marketing : real people, real choices / | 658.8002373 Marketing : real people, real choices / | 658.800285 Electronic commerce : a manager's guide / | 658.800285 Electronic commerce : a manager's guide / |
Enhanced descriptions from Syndetics:
Introducing marketing from a real-world, practical perspective, this text lets students see how people just like them are actually doing real marketing. Case studies focus on companies where the answers are not clear-cut.
Includes bibliographical references (pages 576-589) and index.
Part 1: Make marketing value decisions -- Welcome to the world of marketing -- Strategic market planning -- Thrive in the marketing environment -- Part 2: Understand consumer's value needs -- Marketing research -- Consumer behavior -- Business-to-business markets -- Sharpen the focus -- Part 3: Create the value proposition -- Create the product -- Manage the product -- Services and other intangibles -- Price the product -- Part 4: Communicate the value proposition -- Catch the buzz -- Advertising, sales promotion and public relations -- Personal selling, sales management and direct marketing -- Part 5: Deliver the value proposition -- Deliver value through supply chain management, channels of distribution and logistics -- Retailing.
Table of contents provided by Syndetics
- Preface
- Part 1 MAking Marketing Value Decisions
- Chapter 1 Welcome to the World Of Marketing: Createand Deliver Value
- Chapter 2 Strategic Market Planning: Capture the Big Picture
- Chapter 3 Thriving in the Marketing Environment: The World Is Flat
- Part 2 Understand Consumers' Value Needs
- Chapter 4 Marketing Research: Gather, Analyze, and Use Information
- Chapter 5 Consumer Behavior: How and Why We Buy
- Chapter 6 Business-To-Business Markets: How and Why Organizations Buy
- Chapter 7 Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management
- Part 3 Create the Value Proposition
- Chapter 8 Create the Product
- Chapter 9 Manage the Product
- Chapter 10 Services and Other Intangibles: Marketing the Product That Isn't There
- Chapter 11 Pricing the Product
- Part 4 Communicate the Value Proposition
- Chapter 12 Catch the Buzz: Promotional Strategy and Integrated Marketing Communication
- Chapter 13 Advertising, Sales Promotion, and Public Relations
- Chapter 14 Personal Selling, Sales Management, and Direct Marketing
- Part 5 Deliver the Value Proposition
- Chapter 15 Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics
- Chapter 16 Retailing: Bricks and Clicks
- Appendix A Sample Marketing Plan: The S&S Smoothie Company
- Appendix B Marketing Math
- Notes
- Glossary
- Photo Credits
- Index