Marketing : Real People, Real Choices

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  • Edition: 6th
  • Format: Paperback
  • Copyright: 2009-01-01
  • Publisher: Prentice Hall
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This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating valuefor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.A five-part organization covers making marketing value decisions,identifying markets and understanding customers'needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.For individuals interested in a career in marketing.

Table of Contents

Making Marketing Value Decisions
Welcome to the World of Marketing: Createand Deliver Value
Strategic Market Planning: Capture the Big Picture
Thriving in the Marketing Environment: The World Is Flat
Understand Consumers' Value Needs
Marketing Research: Gather, Analyze, and Use Information
Consumer Behavior: How and Why We Buy
Business-to-Business Markets: How and Why Organizations Buy
Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management
Create the Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn't There
Pricing the Product
Communicate the Value Proposition
Catch the Buzz: Promotional Strategy and Integrated Marketing Communication
Advertising, Sales Promotion, and Public Relations
Personal Selling, Sales Management, and Direct Marketing
Deliver the Value Proposition
Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics
Retailing: Bricks and Clicks
Sample Marketing Plan: The S&S Smoothie Company
Marketing Math
Photo Credits
Table of Contents provided by Publisher. All Rights Reserved.

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