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Book Details

Cover of Marketing

Marketing : Real People, Real Choices

By MICHAEL R. SOLOMON (Author) , Greg W. MARSHALL (Author), ELNORA W. STUART (Author)
ISBN 9780132176842
Pages 600
Year 2011
Edition 7
Subject MARKETING
Rs 16661.04 Rs 13328.83
Description
What's new in the 7th edition is what's new in marketing more on metrics, a rethinking by showing how concepts are linked with marketing planning.

Here's just a sample of change

Greater Focus on Marketing Metrics

Rethinking How Companies Are Approaching Advertising and Promotion

Linking Marketing Planning With Concepts

Marketing Executive Advisory Panel

And More

About Author(s)
 Michael R Solomon PhD,Joined the Haub School of Business at Saint Joseph's University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research.Greg W. Marshall, Ph.D, is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida.Elnora W. Stuart, Ph.D.,is Professor of Marketing at the University of South Carolina Upstate.
Content
Preface

Part One Make Marketing Value Decisions

1 Welcome to the World of Marketing

2 Strategic Market Planning

3 Thrive in the Marketing Environment

Part Two Understand Consumers' Value Needs

4 Marketing Research

5 Consumer Behavior

6 Business-to-Business Markets

7 Sharpen the Focus

Part Three Create the Value Proposition

8 Create the Product

9 Manage the Product

10 Services and Other Intangibles

11 Price the Product

Part Four Communicate the Value Proposition

12 One-to-One to Many-to-Many

13 One-to-Many

14 One-to-One

Part Five Deliver the Value Proposition

15 Deliver Value through Supply Chain Management, Channels Of Distribution, and Logistics

16 Retailing

Appendix Marketing Plan

Glossary

Index

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