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Marketing: Real People, Real Choices

Marketing: Real People, Real Choices Cover

 

Synopses & Reviews

Publisher Comments:

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.

Table of Contents

'

Part 1:  MAKING MARKETING VALUE DECISIONS

Chapter 1:  Welcome to the World of Marketing:  Creating and Delivering Value

Chapter 2:  Strategic Market Planning:  Painting the Big Picture

Chapter 3: Thriving in the Marketing Environment:  The World is Flat

 

 

Part 2:  UNDERSTANDING CONSUMERS’ VALUE NEEDS

Chapter 4:  Marketing Research: Gathering, Analyzing and Using Information

Chapter 5:  Consumer Behavior:  How and Why People Buy

Chapter 6:  Business-to-Business Markets:  How and Why Organizations Buy

Chapter 7:  Sharpening the Focus:  Target Marketing Strategies and Customer Relationship Management

 

 

Part 3:  CREATING THE VALUE PROPOSITION

Chapter 8:  Creating the Product

Chapter 9:  Managing the Product

Chapter 10: Services and Other Intangibles:  Marketing the Product That Isn’t There

Chapter 11:  Pricing the Product

 

Part 4:  COMMUNICATING THE VALUE PROPOSITION

Chapter 12:  Catching the Buzz: Promotional Strategy and Integrated Marketing Communication

Chapter 13:  Advertising, Sales Promotion, and Public Relations

Chapter 14:  Personal Selling, Sales Management and Direct Marketing  

 

Part 5:  DELIVERING THE VALUE PROPOSITION

Chapter 15:  Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics 

Chapter 16:  Retailing:  Bricks and Clicks

 

Appendix A:  Qode In Action: Implementing a Marketing Plan 

Appendix B:  Sample Marketing Plan: The SandS Smoothie Company

Appendix C:  Marketing Math

Notes; Glossary; Credits; Index \n

'

Product Details

ISBN:
9780131449688
Subtitle:
Real People, Real Choices
Publisher:
Prentice Hall
Author:
Stuart, Elnora W.
Author:
Stuart, Elnora
Author:
Solomon, Michael R.
Author:
Solomon, Michael
Author:
Marshall, Greg W.
Author:
Marshall, Greg
Subject:
Marketing - General
Subject:
Marketing
Subject:
Vocational Guidance
Subject:
Marketing -- Vocational guidance.
Copyright:
Edition Number:
4
Edition Description:
Trade paper
Publication Date:
December 2004
Binding:
Paperback
Grade Level:
College/higher education:
Language:
English
Illustrations:
Y
Pages:
640
Dimensions:
10.78x8.50x.92 in. 2.78 lbs.

Related Subjects

Textbooks » General

Marketing: Real People, Real Choices
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Product details 640 pages Prentice Hall - English 9780131449688 Reviews:
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