Marketing : Real People, Real Choices

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

• ISBN13: 9780136054214
• ISBN10: 0136054218
• Edition: 6th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

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

Preface

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

Notes

Glossary

Photo Credits

Index

Table of Contents provided by Publisher. All Rights Reserved.