Marketing : real people, real choices - Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora W. (Upper Saddle River, N.J. : Pearson Prentice Hall, 2006)
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.
Includes bibliographical references (pages 551-562) and index.
Keywords: Marketing -- Vocational guidance