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Marketing : real people, [real] choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart.

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublisher: Upper Saddle River, NJ : Prentice Hall, [2009]Copyright date: ©2009Edition: Sixth editionDescription: xxi, 602 pages : illustrations (chiefly colour), map ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0136054218
  • 9780136054214
Uniform titles:
  • Marketing : real people, real choices. 2009 U.S. ed.
Subject(s): DDC classification:
  • 658.8002373 22
LOC classification:
  • HF5415.35 .S65 2009
Contents:
Preface -- Ch. l. The World of Marketing -- Ch. 2. Strategic Planning: Making Choices in a Dynamic Environment -- Ch. 3. Decision Making in the New Era of Marketing: Enriching the Marketing Environment -- Ch. 4. Think Globally and Act Locally: The International Marketing Environment -- Ch. 5. Marketing Information and Research: Analyzing the Environment -- Ch. 6. Why People Buy: Consumer Markets -- Ch. 7. Why Organizations Buy: Business-to-Business Markets -- Ch. 8. Sharpening the Focus: Market Segmentation -- Ch. 9. Creating the Product -- Ch. 10. Managing the Product -- Ch. 11. Broadening the Focus: The Marketing ofIntangible Products -- Ch. 12. Pricing the Product -- Ch. 13. Pricing Methods -- Ch. 14. Channel Management, Physical Distribution, and Wholesaling -- Ch. 15. Retailing and Direct Marketing -- Ch. 16. Connecting with the Consumer: Strategy, Marketing, and Marketing Communications -- Ch. 17. Advertising -- Ch. 18. Sales Promotion and Public Relations -- Ch. 19. Personal Selling and Sales Force Management -- App A. Careers in Marketing -- App B. A Sample Marketing Plan -- App C. Marketing Math -- Credits -- Glossary -- Company/Name Index -- Subject Index.
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Includes bibliographical references (pages 554-567) and index.

Preface -- Ch. l. The World of Marketing -- Ch. 2. Strategic Planning: Making Choices in a Dynamic Environment -- Ch. 3. Decision Making in the New Era of Marketing: Enriching the Marketing Environment -- Ch. 4. Think Globally and Act Locally: The International Marketing Environment -- Ch. 5. Marketing Information and Research: Analyzing the Environment -- Ch. 6. Why People Buy: Consumer Markets -- Ch. 7. Why Organizations Buy: Business-to-Business Markets -- Ch. 8. Sharpening the Focus: Market Segmentation -- Ch. 9. Creating the Product -- Ch. 10. Managing the Product -- Ch. 11. Broadening the Focus: The Marketing ofIntangible Products -- Ch. 12. Pricing the Product -- Ch. 13. Pricing Methods -- Ch. 14. Channel Management, Physical Distribution, and Wholesaling -- Ch. 15. Retailing and Direct Marketing -- Ch. 16. Connecting with the Consumer: Strategy, Marketing, and Marketing Communications -- Ch. 17. Advertising -- Ch. 18. Sales Promotion and Public Relations -- Ch. 19. Personal Selling and Sales Force Management -- App A. Careers in Marketing -- App B. A Sample Marketing Plan -- App C. Marketing Math -- Credits -- Glossary -- Company/Name Index -- Subject Index.

Machine converted from AACR2 source record.

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