Marketing Real People, Real Choices

ISBN-10: 0136054218

ISBN-13: 9780136054214

Edition: 6th 2009

List price: $189.33 Buy it from $1.21
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Description:

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating valuefor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.A five-part organization covers making marketing value decisions,identifying markets and understanding customers'needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.For individuals interested in a career in marketing.
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Book details

List price: $189.33
Edition: 6th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 10/7/2008
Binding: Mixed Media
Pages: 640
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 2.948
Language: English

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.

Preface
Making Marketing Value Decisions
Welcome to the World of Marketing: Createand Deliver Value
Strategic Market Planning: Capture the Big Picture
Thriving 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
Sharpening the Focus: Target Marketing Strategies and Cus-tomer Relationship Management
Create the Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn't There
Pricing the Product
Communicate the Value Proposition
Catch the Buzz: Promotional Strategy and Integrated Marketing Communication
Advertising, Sales Promotion, and Public Relations
Personal Selling, Sales Management, and Direct Marketing
Deliver the Value Proposition
Deliver Value Through Supply Chain Manage-Ment: Channels of Distribution and Logistics
Retailing: Bricks and Clicks
Sample Marketing Plan: The S&S Smoothie Company
Marketing Math
Notes
Glossary
Photo Credits
Index
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