Marketing - Real People, Real Choices

Real people, real choices--give students a real feel for marketing. 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. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

Table des matières

 
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 

Résumé

For undergraduate Principles of Marketing courses.  
Real people, real choices-give students a real feel for marketing.
 
Marketing: Real People, Real Choices is 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.
 
The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.
 
MyMarketingLab New Design is now available for this title!  MyMarketingLab New Design offers: 

• One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
• A Simplified User Interface.  The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
• New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.
  • Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
  • Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates' posts.
  • Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.
• Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.

Détails du produit

• Auteurs: Greg W. Marshall, Michael Solomon, Michael R. Solomon, Elnora W. Stuart
• Edition: Prentice Hall International,
• Langues: Anglais
• Format d'édition: Livre de poche
• Sortie: 31.07.2011
• EAN: 9780132494021
• ISBN: 978-0-13-249402-1
• Pages: 600
• Poids: 1089 g
• Illustrations: w. col. ill.
• Thèmes: Prentice Hall; Prentice Hall
• Catégorie: Sciences sociales, droit, économie > Economie > Publicité, marketing