Marketing: Real People, Real Choices / Edition 4

Marketing: Real People, Real Choices / Edition 4

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Prentice Hall
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Marketing: Real People, Real Choices / Edition 4

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: 9780131449688
Publisher: Prentice Hall
Publication date: 12/31/2004
Edition description: 4TH
Pages: 624
Product dimensions: 8.40(w) x 10.82(h) x 0.95(d)

Table of Contents

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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