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Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

By: Solomon, Michael R
Contributor(s): Marshall, Greg W | Stuart, Elnora W
Material type: TextTextPublisher: Boston : Prentice Hall, [2014]Copyright date: ℗♭2014Edition: 7th edDescription: xxiv, 614 pages : color illustrations, color map ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781292023168 (pbk.)Subject(s): Marketing -- Vocational guidanceDDC classification: 658.8 LOC classification: HF5415.35 | .S65 2014
Contents:
Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First floor - Management
658.8 S.M.M 2014 (Browse shelf) Available 22852
Books Books Centeral Library
First floor - Management
658.8 S.M.M 2014 (Browse shelf) Available 22853

Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks

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