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Marketing: Real People, Real Choices (6TH 09 - Old Edition)

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Marketing: Real People, Real Choices (6TH 09 - Old Edition) Cover

 

Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

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

Preface 

PART 1    MAKING MARKETING VALUE DECISIONS 

CHAPTER 1    WELCOME TO THE WORLD OF MARKETING: Createand Deliver Value 

CHAPTER 2    STRATEGIC MARKET PLANNING: Capture the Big Picture 

CHAPTER 3    THRIVING IN THE MARKETING ENVIRONMENT: The World Is Flat 

PART 2    UNDERSTAND CONSUMERS’ VALUE NEEDS 

CHAPTER 4    MARKETING RESEARCH: Gather, Analyze, and Use Information

CHAPTER 5    CONSUMER BEHAVIOR: How and Why We Buy 

CHAPTER 6    BUSINESS-TO-BUSINESS MARKETS: How and Why Organizations Buy 

CHAPTER 7    SHARPENING THE FOCUS: Target Marketing Strategies and Cus-tomer Relationship Management 

PART 3    CREATE THE VALUE PROPOSITION 

CHAPTER 8    CREATE THE PRODUCT 

CHAPTER 9    MANAGE THE PRODUCT 

CHAPTER 10    SERVICES AND OTHER INTANGIBLES: Marketing the Product That Isn’t There 

CHAPTER 11    PRICING THE PRODUCT 

PART 4    COMMUNICATE THE VALUE PROPOSITION 

CHAPTER 12    CATCH 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    DELIVER THE VALUE PROPOSITION 

CHAPTER 15    DELIVER VALUE THROUGH SUPPLY CHAIN MANAGE-MENT: Channels of Distribution and Logistics 

CHAPTER 16    RETAILING: Bricks and Clicks 

Appendix A    SAMPLE MARKETING PLAN: The S&S Smoothie Company 

Appendix B    MARKETING MATH 

Notes 

Glossary 

Photo Credits 

Index 

Product Details

ISBN:
9780136054214
Author:
Solomon, Michael R.
Publisher:
Pearson Learning Solutions
Author:
Cram101 Textbook Reviews
Author:
Stuart, Elnora
Author:
&
Author:
Stuart, Elnora W.
Author:
Robbins
Author:
Marshall, Greg
Author:
land
Author:
Richmond, Kim
Author:
AMP
Author:
Gilli
Author:
Robbins, Stephen P.
Author:
Gilliland
Author:
Marshall, Greg W.
Subject:
Marketing - General
Subject:
Vocational Guidance
Subject:
Marketing
Subject:
Marketing -- Vocational guidance.
Subject:
Systems & Planning
Subject:
Education-General
Copyright:
Edition Description:
Trade paper
Series:
MyMarketingLab Series
Publication Date:
October 2008
Binding:
Miscellaneous printed material
Grade Level:
College/higher education:
Language:
English
Illustrations:
Y
Pages:
640
Dimensions:
11.1 x 8.7 x 3.7 in 4980 gr

Related Subjects

Business » Marketing

Marketing: Real People, Real Choices (6TH 09 - Old Edition) Used Trade Paper
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$118.00 In Stock
Product details 640 pages Prentice Hall - English 9780136054214 Reviews:
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