Marketing: Real People, Real Choices: International Version
Autor Michael R. Solomon, Greg W Marshall, Elnora W. Stuarten Limba Engleză Paperback – 14 oct 2008
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.
Preț: 412.16 lei
Nou
Puncte Express: 618
Preț estimativ în valută:
78.87€ • 86.01$ • 66.50£
78.87€ • 86.01$ • 66.50£
Carte indisponibilă temporar
Doresc să fiu notificat când acest titlu va fi disponibil:
Se trimite...
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9780137142538
ISBN-10: 0137142536
Pagini: 640
Dimensiuni: 216 x 276 mm
Greutate: 1.29 kg
Ediția:6Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
ISBN-10: 0137142536
Pagini: 640
Dimensiuni: 216 x 276 mm
Greutate: 1.29 kg
Ediția:6Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
Cuprins
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
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
Caracteristici
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.
Real People, Real Choice opening vignettes instantly engage students by putting them in the shoes of real marketers in real business situations. Each chapter opens with a different scenario of a real marketing decision maker facing a challenge. Students are given three choices so they can decide what they would do if they were in the market’s place. In the newest edition, the real marketer is revisited throughout the chapter in marginal notes relating the material in the chapter to the real marketing scenario, and helping to bring concepts to life for students as they work their way through each chapter.
Real People, Other Voices-- Throughout each chapter real marketing professors and students react to the opening vignettes and talk about which choice they would make and why. Students get the benefit of multiple perspectives on the same situation, from experts and from their peer group, helping them see that there are many sides to each story.
Real People, Real Choices: How it Worked Out—The scenario in the opening vignette comes full circle as the real marketer talks about which choice they actually made and how it affected the company. Students’ learning is reinforced through this extended, interactive exercise as they first read about the challenges marketers face, think about how they might solve them and hear other’s perspectives on the issues, and ultimately find out how the issue panned out.
NEW ! Ethics Boxes integrate ethics coverage, on topics pulled from the headlines, in every chapter so students can see that ethics are important in every aspect of marketing. The Real People Real Choices theme is reinforced through this feature as well as students are asked to think about and make ethical decisions.
OTHER TOPICS OF DISTINCTION
Marketing Plan template insert --This insert card gives students a prescriptive, step-by-step guide to creating a marketing plan that is linked to the chapter material.
Brand You—This supplement, which is integrated with end-of-chapter material, asks students to apply the concepts they are learning to themselves. Not only do students gain a better understanding of branding by completing these exercises but they also lay the groundwork for promoting themselves in their future career search.
NEW! By the People, For the People boxes highlight one of the most significant (and still evolving) marketing stories today—the avalanche of consumer-generated marketing. Students will explore the new ways companies and consumers are communications and what that means for a business’s marketing plans and future success.
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.
Real People, Real Choice opening vignettes instantly engage students by putting them in the shoes of real marketers in real business situations. Each chapter opens with a different scenario of a real marketing decision maker facing a challenge. Students are given three choices so they can decide what they would do if they were in the market’s place. In the newest edition, the real marketer is revisited throughout the chapter in marginal notes relating the material in the chapter to the real marketing scenario, and helping to bring concepts to life for students as they work their way through each chapter.
Real People, Other Voices-- Throughout each chapter real marketing professors and students react to the opening vignettes and talk about which choice they would make and why. Students get the benefit of multiple perspectives on the same situation, from experts and from their peer group, helping them see that there are many sides to each story.
Real People, Real Choices: How it Worked Out—The scenario in the opening vignette comes full circle as the real marketer talks about which choice they actually made and how it affected the company. Students’ learning is reinforced through this extended, interactive exercise as they first read about the challenges marketers face, think about how they might solve them and hear other’s perspectives on the issues, and ultimately find out how the issue panned out.
NEW ! Ethics Boxes integrate ethics coverage, on topics pulled from the headlines, in every chapter so students can see that ethics are important in every aspect of marketing. The Real People Real Choices theme is reinforced through this feature as well as students are asked to think about and make ethical decisions.
OTHER TOPICS OF DISTINCTION
Marketing Plan template insert --This insert card gives students a prescriptive, step-by-step guide to creating a marketing plan that is linked to the chapter material.
Brand You—This supplement, which is integrated with end-of-chapter material, asks students to apply the concepts they are learning to themselves. Not only do students gain a better understanding of branding by completing these exercises but they also lay the groundwork for promoting themselves in their future career search.
NEW! By the People, For the People boxes highlight one of the most significant (and still evolving) marketing stories today—the avalanche of consumer-generated marketing. Students will explore the new ways companies and consumers are communications and what that means for a business’s marketing plans and future success.
Caracteristici noi
NEW ! Ethics Boxes integrate ethics coverage, on topics pulled from the headlines, in every chapter so students can see that ethics are important in every aspect of marketing. The Real People Real Choices theme is reinforced through this feature as well as students are asked to think about and make ethical decisions.
NEW! By the People, For the People boxes highlight one of the most significant (and still evolving) marketing stories today—the avalanche of consumer-generated marketing. Students will explore the new ways companies and consumers are communications and what that means for a business’s marketing plans and future success.
NEW! By the People, For the People boxes highlight one of the most significant (and still evolving) marketing stories today—the avalanche of consumer-generated marketing. Students will explore the new ways companies and consumers are communications and what that means for a business’s marketing plans and future success.