Marketing: Real People, Real Choices / Edition 5

Marketing: Real People, Real Choices / Edition 5

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

ISBN-10: 0132299208

ISBN-13: 9780132299206

Pub. Date: 12/15/2006

Publisher: Prentice Hall

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

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:
9780132299206
Publisher:
Prentice Hall
Publication date:
12/15/2006
Edition description:
Older Edition
Pages:
640
Product dimensions:
8.46(w) x 10.80(h) x 0.94(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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