Marketing : real people, real choices /
Solomon, Michael R.,
Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart. - Seventh edition. - xxiv, 570 pages : colour illustrations, colour map ; 28 cm
Includes index.
Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks.
013217684X 9780132176842
2010051148
Marketing--New Zealand
Marketing--Vocational guidance
HF5415.35 / .S65 2012
658.8002373
Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart. - Seventh edition. - xxiv, 570 pages : colour illustrations, colour map ; 28 cm
Includes index.
Welcome to the world of marketing : create and deliver value -- Strategic market planning : take the big picture -- Thrive in the marketing environment : the world is flat -- Marketing research : gather, analyze, and use information -- Consumer behavior : how and why we buy -- Business-to-business markets : how and why organizations buy -- Sharpen the focus : target marketing strategies and customer relationship management -- Create the product -- Manage the product -- Services and other intangibles : marketing the product that isn't there -- Price the product -- Old and new media : from one-to-many to many-to-many -- One to many : advertising, public relations, and consumer sales promotion -- One to one : trade promotion, direct marketing, and personal selling -- Deliver value through supply chain management, channels of distribution, and logistics -- Retailing : bricks and clicks.
013217684X 9780132176842
2010051148
Marketing--New Zealand
Marketing--Vocational guidance
HF5415.35 / .S65 2012
658.8002373