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

By: Contributor(s): Material type: TextTextPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, [2006]Copyright date: copyright 2006Edition: 4th edDescription: xxxii, 592 pages : color illustrations ; 28 cm. + 1 computer discContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0131449680
  • 9780131449688
Subject(s): DDC classification:
  • 658.8002373 22 S.M.M
LOC classification:
  • HF5415.35 .S65 2006
Online resources:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B7 Commerce and business administration ( Marketing ) 658.8002373 S.M.M (Browse shelf(Opens below)) Available 00011012

Includes bibliographical references (pages 551-562) and index.

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.

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