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Marketing: Real People, Real Choicesby Michael R. Solomon
Synopses & ReviewsPublisher Comments:< P style=MARGIN: 0px> < B> < /B> 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 < I> every day. < /I> Learners will come to understand that marketing is about < I> creating value< /I> & mdash; for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. < /P> < P style=MARGIN: 0px> < B> < /B> A five-part organization covers making marketing value decisions< B> , < /B> identifying markets and understanding customers& #39; needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. < /P> < P style=MARGIN: 0px> < B> < /B> For individuals interested in a career in marketing. < /P> Synopsis:Never HIGHLIGHT a Book Again! Virtually all testable terms, concepts, persons, places, and events are included. Cram101 Textbook Outlines gives all of the outlines, highlights, notes for your textbook with optional online practice tests. Only Cram101 Outlines are Textbook Specific. Cram101 is NOT the Textbook.
Synopsis: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 ContentsPart 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
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