000			02812cam a22003254i 4500
999			_c3065 _d3065
001			12721488
005			20210325150654.0
008			020327s2003 njua b 001 0 eng d
020			_a0130351342
040			_aEG-NcFUE _cDLC _dDLC _erda
082	0	0	_a658.8002373 _221 _bS.M.M
100	1		_aSolomon, Michael R. _912331 _eauthor
245	1	0	_aMarketing : _breal people, real choices / _cMichael R. Solomon, Elnora W. Stuart.
250			_aThird edition
264		1	_aUpper Saddle River, N.J. : _bPrentice Hall, _c[2003]
264		4	_a©2003.
300			_axxxiii, 616 pages : _bcolor illustrations ; _c28 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references (p. 577-590) and index.
505	0		_aI. 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.
520			_aFor 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.
650		0	_aMarketing _xVocational guidance. _912332
700	1		_aStuart, Elnora W. _912333 _ejoint author
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2ddc _cBK