Marketing Real People, Real Choices

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

• ISBN13: 9780132176842
• ISBN10: 013217684X
• Edition: 7th
• Format: Paperback
• Copyright: 2011-02-01
• Publisher: Pearson

Summary

Real people, real choices#x13;give students a real feel for marketing. #xA0; Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. #xA0; The seventh edition includes more information on marketing metrics, today#x19;s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

Table of Contents

 

Part 1: Make Marketing Value Decisions 

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value 

Chapter 2. Strategic Market Planning: Take the Big Picture 

Chapter 3. Thrive 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. Sharpen the Focus: Target Marketing Strategies and Customer 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. Price the Product

Part 4: Communicate the Value Proposition 

Chapter 12. Old and New Media: From One to Many to Many to Many 

Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many

Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One 

Part 5: Deliver the Value Proposition 

Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics 

Chapter 16. Retailing: Bricks and Clicks 

 

Appendix A: Marketing Plan: The S&S Smoothie Company 

Appendix B: Marketing Math