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Marketing: Real People, Real Choices, 6th Edition

By Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

ISBN-10: 0-13-605421-8

ISBN-13: 978-0-13-605421-4What's this?

Published by Prentice Hall

© 2009

Pub. Date: Oct 7, 2008

Format: Paper

Table of Contents

Preface 
PART 1    MAKING MARKETING VALUE DECISIONS 
CHAPTER 1    WELCOME TO THE WORLD OF MARKETING: Createand Deliver Value 
CHAPTER 2    STRATEGIC MARKET PLANNING: Capture the Big Picture 
CHAPTER 3    THRIVING 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    SHARPENING THE FOCUS: Target Marketing Strategies and Cus-tomer 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    PRICING THE PRODUCT 
PART 4    COMMUNICATE THE VALUE PROPOSITION 
CHAPTER 12    CATCH THE BUZZ: Promotional Strategy and Integrated Marketing Communication 
CHAPTER 13    ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS 
CHAPTER 14    PERSONAL SELLING, SALES MANAGEMENT, AND DIRECT MARKETING 
PART 5    DELIVER THE VALUE PROPOSITION 
CHAPTER 15    DELIVER VALUE THROUGH SUPPLY CHAIN MANAGE-MENT: Channels of Distribution and Logistics 
CHAPTER 16    RETAILING: Bricks and Clicks 
Appendix A    SAMPLE MARKETING PLAN: The S&S Smoothie Company 
Appendix B    MARKETING MATH 
Notes 
Glossary 
Photo Credits 
Index 

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    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
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    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
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    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
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    Michael R. Solomon, Kim Richmond | ©2009 | Paper; 264 pages

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    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
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    Michael R. Solomon, Greg Marshall, Elnora Stuart | ©2010 | Paper; 240 pages

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    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
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This package contains:

  • Marketing: Real People, Real Choices, 6th Edition
    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
  • Study Guide for Marketing: Real People, Real Choices, 6th Edition
    Michael R. Solomon, Greg Marshall, Elnora Stuart | ©2010 | Paper; 240 pages
  • MyMarketingLab with E-Book Student Access Code Card for Marketing: Real People, Real Choices, 6th Edition
    Michael R Solomon, Greg Marshall, Elnora Stuart | ©2009 | Access Code Card

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This package contains:

  • Marketing: Real People, Real Choices, 6th Edition
    Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart | ©2009 | Paper; 640 pages
  • MyMarketingLab with E-Book Student Access Code Card for Marketing: Real People, Real Choices, 6th Edition
    Michael R Solomon, Greg Marshall, Elnora Stuart | ©2009 | Access Code Card
  • Brand You for Marketing: Real People, Real Choices, 6th Edition
    Michael R. Solomon, Kim Richmond | ©2009 | Paper; 264 pages

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