Marketing : real people, real choices /

Bibliographic Details
Main Author:	Solomon, Michael R.
Other Authors:	Marshall, Greg W., Stuart, Elnora W.
Format:	Book
Language:	English
Published:	Upper Saddle River, N.J. : Pearson Prentice Hall, [2006]
Edition:	4th ed.
Subjects:	Marketing > Vocational guidance. Marketing. Consumentengedrag. Productbeleid. Communicatie. Handboeken (vorm)

Table of Contents:

Pt. I. Making marketing value decisions
Welcome to the world of marketing : Creating and delivering value
Strategic planning and the marketing environment
Think globally/act ethically
Pt. II. Understanding consumers' value needs
Marketing information and research : Analyzing the business environment offline and online
Consumer behavior : How and why people buy
Business-to-business markets : How and why organizations buy
Sharpening the focus : Target marketing strategies and customer relationship management
Pt. III. Creating the value proposition
Creating the product
Managing the product
Services and other intangibles : Marketing the product that isn't there
Pricing the product
Pt. IV. Communicating the value proposition
Connecting with the customer : Integrated marketing communications and interactive marketing
Advertising and public relations
Sales promotion, personal selling, and sales management
Creating value through supply chain management
Pt. V. Delivering the value proposition
Retailing : Bricks and clicks
App. A. Under armour in action : Implementing a marketing plan
App. B. Sample marketing plan : The S&S Smoothie Company
App. C. Marketing math.