Marketing : real people, [real] choices /
Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart.
- Sixth edition.
- xxi, 602 pages : illustrations (chiefly colour), map ; 28 cm
Includes bibliographical references (pages 554-567) and index.
Preface -- The World of Marketing -- Strategic Planning: Making Choices in a Dynamic Environment -- Decision Making in the New Era of Marketing: Enriching the Marketing Environment -- Think Globally and Act Locally: The International Marketing Environment -- Marketing Information and Research: Analyzing the Environment -- Why People Buy: Consumer Markets -- Why Organizations Buy: Business-to-Business Markets -- Sharpening the Focus: Market Segmentation -- Creating the Product -- Managing the Product -- Broadening the Focus: The Marketing ofIntangible Products -- Pricing the Product -- Pricing Methods -- Channel Management, Physical Distribution, and Wholesaling -- Retailing and Direct Marketing -- Connecting with the Consumer: Strategy, Marketing, and Marketing Communications -- Advertising -- Sales Promotion and Public Relations -- Personal Selling and Sales Force Management -- Careers in Marketing -- A Sample Marketing Plan -- Marketing Math -- Credits -- Glossary -- Company/Name Index -- Subject Index. Ch. l. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. App A. App B. App C.