Marketing

Real People, Real Choices: United States Edition

Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart (Autoren)

Media-Kombination

640 Seiten

2008 | 6th edition
Pearson
978-0-13-605421-4 (ISBN)

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For undergraduate Principles of Marketing courses.

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.

The new edition is updated to reflect new marketing strategies companies are using to reach today’s increasingly savvy consumers.

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

Erscheint lt. Verlag	5.12.2008
Sprache	englisch
Maße	216 x 276 mm
Gewicht	1260 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-605421-8 / 0136054218
ISBN-13	978-0-13-605421-4 / 9780136054214
Zustand	Neuware