Marketing : real people, real choices
Title By: Marshall, Greg W | Stuart, Elnora WMaterial type: BookPublisher: Boston : Prentice Hall, c2015.Edition: 8th global ed.Description: xxiv, 569 p. : col. ill. ; 28 cm.ISBN: 9781292097855; 013217684XProgram: MARK804Subject(s): Marketing -- Vocational guidanceDDC classification: 658.8
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.8 SO MA (Browse shelf)||Available||T0053464|
Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks.
Real people, real choices-give students a real feel for marketing.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. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.