Marketing : Real People, Real Choices

by Michael R. Solomon; Elnora W. Stuart; Elnora W. Stewart

• ISBN13: 9780205152063
• ISBN10: 0205152066
• Format: Hardcover
• Copyright: 1996-11-01
• Publisher: Prentice Hall

Summary

This book provides information to help you get started on a career in marketing.

Table of Contents

Preface	xxi
Part 1 Making Marketing Decisions	1	(150)
The World of Marketing	1	(38)
Strategic Planning: Making Choices in a Dynamic Environment	39	(34)
Decision Making in the New Era of Marketing: Enriching the Marketing Environment	73	(46)
Think Globally and Act Locally: The International Marketing Environment	119	(32)
Part 2 Understanding and Identifying Markets	151	(142)
Marketing Information and Research: Analyzing the Environment	151	(36)
Why People Buy: Consumer Markets	187	(36)
Why Organizations Buy: Business-to-Business Markets	223	(36)
Sharpening the Focus: Market Segmentation	259	(34)
Part 3 Creating and Managing a Product: Goods and Services	293	(110)
Creating the Product	293	(32)
Managing the Product	325	(38)
Broadening the Focus: The Marketing of Intangible Products	363	(40)
Part 4 Assigning Value to the Product	403	(64)
Pricing the Product	403	(32)
Pricing Methods	435	(32)
Part 5 Delivering the Product	467	(84)
Channel Management, Physical Distribution, and Wholesaling	467	(44)
Retailing and Direct Marketing	511	(40)
Part 6 Communicating About the Product	551	(170)
Connecting with the Consumer: Strategy, Marketing, and Marketing Communications	551	(48)
Advertising	599	(42)
Sales Promotion and Public Relations	641	(38)
Personal Selling and Sales Force Management	679	(42)
Appendixes	721	(22)
Appendix A Careers in Marketing	721	(8)
Appendix B A Sample Marketing Plan	729	(6)
Appendix C Marketing Math	735	(8)
Credits	743	(4)
Glossary	747	(8)
Index	755	(1)
Company/Name Index	755	(4)
Subject Index	759