Marketing
real people, real choices
Solomon, Michael R.
creator
Marshall, Greg W.
Stuart, Elnora W.
text
Boston
Prentice Hall
c2015
8th global ed.
monographic
xxiv, 569 p. : col. ill. ; 28 cm.
Real people, real choices-give students a real feel for marketing.</p> </p> 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.</p> </p> 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.</p>
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.
Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
MARK804
Marketing
Vocational guidance
658.8
9781292097855
013217684X
2010051148
DLC
63232