Marketing: Real People, Real Choices / Edition 6

Marketing: Real People, Real Choices / Edition 6

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

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… See more details below

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:
9780136054214
Publisher:
Prentice Hall
Publication date:
10/21/2008
Series:
MyMarketingLab Series
Edition description:
Older Edition
Pages:
640
Product dimensions:
8.40(w) x 10.80(h) x 1.00(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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