Marketing : real people, real choices

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000004721811	HF5415.35 S65 2006	Open Access Book	Book	Searching... Unknown
Searching... PSZ JB	30000010119486	HF5415.35 S65 2006	Open Access Book	Book	Searching... Unknown

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Summary

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day.

I Making Marketing Value Decisions

1 Welcome to the World of Marketing: Creating and Delivering Value

2 Strategic Planning and the Marketing Environment: The Advantage is Undeniable

3 Think Globally Act Ethically

II Identifying Markets and Understanding Customers' Needs for Value

4 Marketing Information and Research: Analyzing the Business Environment Off-Line and Online

5 Consumer Behavior: How and Why People Buy

6 Business-to-Business Markets: How and Why Organizations Buy

7 Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

III Creating the Value Proposition

8 Creating the Product

9 Managing the Product

10 Services and Other Intangibles: Marketing the Product that isn't there

11 Pricing the Product

IV Communicating the Value Proposition

12 Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing

13 Advertising and Public Relations: The Beginnings of Marketing Communications

14 Sales Promotion, Personal Selling, and Sales Management

V Delivering the Value Proposition

15 Creating Value through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling

16 Retailing: Bricks and Clicks

Appendix A Implementing Marketing Plans

Appendix B Sample Marketing Plan

Appendix C Marketing Math

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Summary

Summary

Table of Contents