Marketing: Real People, Real Choices / Edition 4

Marketing: Real People, Real Choices / Edition 4

by Michael Solomon, Greg Marshall
     
 

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is aboutSee more details below

Overview

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value-for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

Product Details

ISBN-13:
9780131861398
Publisher:
Pearson Education
Publication date:
06/28/2005
Edition description:
New Edition
Product dimensions:
7.32(w) x 8.97(h) x 0.14(d)

Table of Contents

Preface
Ch. lThe World of Marketing1
Ch. 2Strategic Planning: Making Choices in a Dynamic Environment39
Ch. 3Decision Making in the New Era of Marketing: Enriching the Marketing Environment73
Ch. 4Think Globally and Act Locally: The International Marketing Environment119
Ch. 5Marketing Information and Research: Analyzing the Environment151
Ch. 6Why People Buy: Consumer Markets187
Ch. 7Why Organizations Buy: Business-to-Business Markets223
Ch. 8Sharpening the Focus: Market Segmentation259
Ch. 9Creating the Product293
Ch. 10Managing the Product325
Ch. 11Broadening the Focus: The Marketing ofIntangible Products363
Ch. 12Pricing the Product403
Ch. 13Pricing Methods435
Ch. 14Channel Management, Physical Distribution, and Wholesaling467
Ch. 15Retailing and Direct Marketing511
Ch. 16Connecting with the Consumer: Strategy, Marketing, and Marketing Communications551
Ch. 17Advertising599
Ch. 18Sales Promotion and Public Relations641
Ch. 19Personal Selling and Sales Force Management679
App ACareers in Marketing721
App BA Sample Marketing Plan729
App CMarketing Math735
Credits743
Glossary747
Company/Name Index755
Subject Index759

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