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Marketing Real People, Real Choices

ISBN-10: 0132577534
ISBN-13: 9780132577533
Edition: 7th 2012
List price: $224.67
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Description: Real people, real choices–give students a real feel for marketing. Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This  More...

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Book details

List price: $224.67
Edition: 7th
Copyright year: 2012
Publisher: Pearson Higher Education & Professional Group
Publication date: 6/6/2011
Binding: Mixed Media
Pages: 600
Size: 8.40" wide x 10.70" long x 0.90" tall
Weight: 2.684
Language: English

Real people, real choices–give students a real feel for marketing. Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University, Philadelphia, USA.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He also serves as Vice President for Strategic Marketing for Rollins College. He earned his Ph.D. in Business Administration from Oklahoma State University, taking a marketing major and management minor, and holds a BSBA in marketing and MBA from the University of Tulsa. Prior to joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. Prior to returning to school for his doctorate, Greg’s managerial industry experience included thirteen years in consumer packaged goods and retailing with companies such as Warner Lambert, Mennen, and Target Corporation. He also has considerable experience as a consultant and trainer for a variety of organizations in industries such as hospitality, financial services/insurance, defense contracting, consumer products, information technology, government, and not-for-profit. Greg has been heavily involved in teaching Marketing Management at multiple universities to both MBA and undergraduate students and has been the recipient of several teaching awards both within his schools and within the marketing discipline. He is Editor of the Journal of Marketing Theory and Practice and from 2002-05 was Editor of the Journal of Personal Selling & Sales Management. Greg serves on the editorial review boards of the Journal of the Academy of Marketing Science, Industrial Marketing Management, and Journal of Business Research, among others. Greg’s published research focuses on the areas of decision making by marketing managers, intraorganizational relationships, and sales force performance issues. Greg is Past President of the American Marketing Association Academic Division and also was a founder and served for five years on its Strategic Planning Group. He is a Fellow and Past-President of the Society for Marketing Advances, presently serves as President-Elect for the Academy of Marketing Science, and is a member of the board of directors of the Direct Selling Education Foundation.

Brock Smith, PhD ndash; University of Victoria After graduating from UBC in 1984, Brock worked for IBM Canada in a variety of sales and marketing positions in Vancouver and Calgary. He left IBM to complete a PhD in marketing from the Ivey School of Business. Brock joined UVic in 1991 and teaches marketing and entrepreneurship courses at the undergraduate, graduate, and executive program levels. In addition to his teaching and scholarly activities, Brock is involved in select consulting projects. Recent clients include Tourism Victoria, Carmanah Technologies, Industry Canada, and the Victoria 2006 Tall Ships Society. Brock has also been involved in the development of online course materials for UVic, BC Open Learning, and Thompson Rivers University. nbsp; Sylvain Charlebois, PhD ndash; University of Regina Sylvain Charlebois is an assistant professor in marketing. He is currently teaching strategic marketing and international marketing to undergraduate students of the Faculty. At theSchoolof Managementof theUniversityof Ottawa, and atHEC Montreal, he taught introduction to marketing and e-commerce to undergraduate students.

Make Marketing Value Decisions
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
Understand Consumers' Value Needs
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 Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn't There
Price the Product
Communicate the Value Proposition
Old and New Media: From One to Many to Many to Many
Advertising, Sales Promotion, and Public Relations: One to Many
Personal Selling, Sales Management, and Direct Marketing: One to One
Deliver the Value Proposition
Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics
Retailing: Bricks and Clicks
Marketing Plan: the S&S Smoothie Company
Marketing Math

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