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 ; London : Pearson Education International, 2009Edition: 6th ed.Description: 624 p. : col. ill., map ; 28 cm.ISBN: 9780137142538.Subject(s): Marketing -- Vocational guidanceDDC classification: 658.80023
Contents:
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.
Holdings
Item 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
Total holds: 0

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

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