TY  - BOOK
AU  - Solomon,Michael R.
AU  - Stuart,Elnora W.
TI  - Marketing: real people, real choices 
SN  - 0130351342
U1  - 658.8002373 21
PY  - 2003///]
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Marketing
KW  - Vocational guidance
N1  - Includes bibliographical references (p. 577-590) and index; I. MAKING MARKETING VALUE DECISIONS. 1. Virtual Value: Welcome to the World of Marketing. 2. Strategic Planning: Making Choices in a Wired World. 3. Decision Making in the New Era of Marketing: Ethics Quality and the Marketing Environment. 4. Think Globally and Act Locally: Marketing in a Multinational Environment. II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE. 5. Marketing Information and Research: Analyzing the Business Environment Offline and Online. 6. Why People Buy: Consumer Behavior and Peer-to-Peer E-Commerce. 7. Why Organizations Buy: Business-to-Business Markets and B2B E-Commerce. 8. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management. III. CREATING THE VALUE OFFER. 9. Creating the Product. 10. Managing the Product. 11. Marketing What Isn't There: Intangibles and Services. 12. Pricing the Product. 13. Pricing Methods. IV. COMMUNICATING THE VALUE OFFER. 14. Conversing with the Customer: Promotional Strategy, Interactive Marketing and Database Marketing. 15. Advertising, Direct Marketing and M-Commerce. 16. Public Relations, Sales Promotion and Personal Selling. V. DELIVERING THE VALUE OFFER. 17. Value Chain Management: Channels of Distribution, Logistics and Wholesaling. 18. Offline Retailing and B2C E-Commerce. Appendix A: A Sample Marketing Plan: Computer Friendly Stuff. Appendix B: Marketing Math. Glossary. Company/Name Index. Subject Index

N2  - For four-year and two-year undergraduate courses in principles of marketing, this text introduces marketing from a real-world, practical perspective. Case studies focus on companies where the answers are not clear-cut
ER  -