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Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

Author
Solomon, Michael R.
Published
Boston : Prentice Hall, [2012]
Copyright Date
©2012
Edition
7th ed.
Physical Description
xxiv, 570 pages : color illustrations, color map ; 28 cm
Additional Creators
Marshall, Greg W. and Stuart, Elnora W.

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Contents
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.
Subject(s)
ISBN
9780132176842
013217684X
Bibliography Note
Includes bibliographical references and index.
View MARC record | catkey: 8156871