Marketing :
Solomon, Michael R
Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart - 7th ed. - xxiv, 614 pages : color illustrations, color map ; 28 cm
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
9781292023168 (pbk.)
Marketing--Vocational guidance
HF5415.35 / .S65 2014
658.8
Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart - 7th ed. - xxiv, 614 pages : color illustrations, color map ; 28 cm
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
9781292023168 (pbk.)
Marketing--Vocational guidance
HF5415.35 / .S65 2014
658.8