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Marketing : Real People, Real Choices

by: Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora W.

ISBN: 9780136054214 | 0136054218

Edition: 6th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009

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Summary Table of Contents

For undergraduate Principles of Marketing courses. 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 everyday. The new edition is updated to reflect new marketing strategies companies are using to reach today's increasingly savvy consumers.

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean ... MORE

... MORE

Preface
Making Marketing Value Decisions
Welcome to the World of Marketing: Createand Deliver Value
Strategic Market Planning: Capture the Big Picture
Thriving in the Marketing Environment: The World Is Flat
Understand Consumers' Value Needs
Marketing Research: Gather, Analyze, and Use Information
Consumer Behavior: How and Why We Buy
Business-to-Business Markets: How and Why Organizations Buy
Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management
Create the Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn't There
Pricing the Product
Communicate the Value Proposition
Catch the Buzz: Promotional Strategy and Integrated Marketing Communication
Advertising, Sales Promotion, and Public Relations
Personal Selling, Sales Management, and Direct Marketing
Deliver the Value Proposition
Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics
Retailing: Bricks and Clicks
Sample Marketing Plan: The S&S Smoothie Company
Marketing Math
Notes
Glossary
Photo Credits
Index
Table of Contents provided by Publisher. All Rights Reserved.

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Marketing : Real People, Real Choices

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