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Marketing: Real People, Real Choices / Edition 3
     

Marketing: Real People, Real Choices / Edition 3

by Michael R. Solomon, Elnora W. Stuart
 

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ISBN-10: 0130351342

ISBN-13: 9780130351340

Pub. Date: 10/29/2002

Publisher: Prentice Hall Professional Technical Reference

No other book brings readers closer to doing real marketing. Readers experience real marketing three keys ways in the text: through Real People/Real Choices segments; entrepreneurial-focused Spotlight boxes; and end-of-part cases based on a real start-up company. The extensive supplement package including the "Living Laboratory" website, reinforces the

Overview

No other book brings readers closer to doing real marketing. Readers experience real marketing three keys ways in the text: through Real People/Real Choices segments; entrepreneurial-focused Spotlight boxes; and end-of-part cases based on a real start-up company. The extensive supplement package including the "Living Laboratory" website, reinforces the experiential thrust of the book. New E-Commerce Student Supplement allows the reader to participate in the creating of a dot com. The authors comprehensively cover making marketing value decisions, identifying markets and understanding customers' needs for a value and outline creating the value offer and communicating the value offer, as well as value chain management and offline retailing and B2C E-Commerce. For brand managers and advertising account managers.

Product Details

ISBN-13:
9780130351340
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
10/29/2002
Edition description:
3RD
Pages:
616
Product dimensions:
8.94(w) x 10.34(h) x 1.03(d)

Table of Contents


Preface
Making Marketing Value Decisions
Welcome to the World of Marketing: Creating and Delivering Value     1
Strategic Planning and the Marketing Environment: The Advantage is Undeniable     12
Think Globally/Act Ethically     22
Understanding Consumers' Value Needs
Marketing Information and Research: Analyzing the Business Environment Off-line and Online     35
Consumer Behavior: How and Why People Buy     48
Business-to-Business Markets: How and Why Organizations Buy     61
Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management     71
Creating the Value Proposition
Creating the Product     83
Managing the Product     96
Services and Other Intangibles: Marketing the Product That Isn't There     109
Pricing the Product     119
Communicating the Value Proposition
Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing     137
Advertising and Public Relations     150
Sales Promotion, Personal Selling, and Sales Management     163
Delivering the Value Proposition
Creating Value Through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling     175
Retailing: Bricks and Clicks     188
Suggested Answers     199

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