Marketing: real people, real choices [printed text] / Michael R. Solomon, Author ; Greg W. Marshall, Author ; Elnora W. Stuart, Author  . -  6th ed., International ed. . - Upper Saddle River, N.J. : Pearson Education International, 2009 . - 624 p. : col. ill., map ; 28 cm. +.
ISBN : 978-0-13-714253-8

Class number:	658.80023
Abstract:	Introducing marketing from a real-world, practical perspective, this text lets students see how people just like them are actually doing real marketing. Case studies focus on companies where the answers are not clear-cut.
Contents note:	Part 1 Making Marketing Value Decisions: 1. Welcome to the World of Marketing: Createand Deliver Value; 2. Strategic Market Planning: Capture the Big Picture; 3. Thriving in the Marketing Environment: The World Is Flat. Part 2 Understand Consumers' Value Needs: 4. Marketing Research: Gather, Analyze, and Use Information; 5. Consumer Behavior: How and Why We Buy; 6. Business-to-Business Markets: How and Why Organizations Buy; 7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management. Part 3 Create the Value Proposition: 8. Create the Product; 9. Manage the Product; 10. Services and Other Intangibles: Marketing the Product That Isn't There; 11. Pricing the Product. Part 4 Communicate the Value Proposition: 12. Catch the Buzz: Promotional Strategy and Integrated Marketing Communication; 13. Advertizing, Sales Promotion, and Public Relations; 14. Personal Selling, Sales Management, and Direct Marketing. Part 5 Deliver the Value Proposition: 15. Deliver Value Through Supply Chain Manage-ment: Channels of Distribution and Logistics; 16. Retailing: Bricks and Clicks; Appendix A SAMPLE MARKETING PLAN: The S&S Smoothie Company; Appendix B.