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Marketing Real People, Real Choices

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ISBN-10: 0136054218

ISBN-13: 9780136054214

Edition: 6th 2009

Authors: Michael G. Solomon, Greg W. Marshall, Elnora W. Stuart

List price: $189.33
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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…    
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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…    

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…    

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