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

Resource Information

The instance Marketing : real people, real choices, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart represents a material embodiment of a distinct intellectual or artistic creation found in University of Liverpool.

Image

http://covers.openlibrary.org/b/isbn/9780131449688-M.jpg?default=false

Label

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

Title remainder

real people, real choices

Statement of responsibility

Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

Instantiates

• Marketing : real people, real choices

Publication

• Upper Saddle River, N.J., Pearson Prentice Hall, 2006

Bibliography note

Includes bibliographical references (p. 551-562) and index

Carrier category

volume

Carrier category code

• nc

Carrier MARC source

rdacarrier

Content category

text

Content type code

• txt

Content type MARC source

rdacontent

Contents

pt. I. Making marketing value decisions -- Welcome to the world of marketing : Creating and delivering value -- Strategic planning and the marketing environment -- Think globally/act ethically -- pt. II. Understanding consumers' value needs -- Marketing information and research : Analyzing the business environment offline and online -- Consumer behavior : How and why people buy -- Business-to-business markets : How and why organizations buy -- Sharpening the focus : Target marketing strategies and customer relationship management -- pt. III. Creating the value proposition -- Creating the product -- Managing the product -- Services and other intangibles : Marketing the product that isn't there -- Pricing the product -- pt. IV. Communicating the value proposition -- Connecting with the customer : Integrated marketing communications and interactive marketing -- Advertising and public relations -- Sales promotion, personal selling, and sales management -- Creating value through supply chain management -- pt. V. Delivering the value proposition -- Retailing : Bricks and clicks -- App. A. Under armour in action : Implementing a marketing plan -- App. B. Sample marketing plan : The S & S Smoothie Company -- App. C. Marketing math

Control code

ocm56880196

Dimensions

28 cm.

Edition

4th ed.

Extent

162 p.

Isbn

9780131449688

Lccn

2004025605

Media category

unmediated

Media MARC source

rdamedia

Media type code

• n

Other physical details

col. ill.

Record ID

b2085162