Marketing: Real People, Real Choices Solomon, Michael R., Stuart, Elnora W. har

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Item specifics

Condition
Very Good: A book that does not look new and has been read but is in excellent condition. No obvious ...
Book Title
Marketing: Real People, Real Choices
ISBN
9780130213044
Subject Area
Business & Economics
Publication Name
Marketing : Real People and Real Choices
Publisher
Prentice Hall PTR
Item Length
11.2 in
Subject
Marketing / General
Publication Year
1999
Type
Textbook
Format
Hardcover
Language
English
Item Height
1.1 in
Author
Elnora W. Stuart, Michael R. Solomon
Item Weight
50.8 Oz
Item Width
8.5 in
Number of Pages
608 Pages
Category

About this product

Product Identifiers

Publisher
Prentice Hall PTR
ISBN-10
0130213047
ISBN-13
9780130213044
eBay Product ID (ePID)
36990

Product Key Features

Number of Pages
608 Pages
Language
English
Publication Name
Marketing : Real People and Real Choices
Publication Year
1999
Subject
Marketing / General
Type
Textbook
Author
Elnora W. Stuart, Michael R. Solomon
Subject Area
Business & Economics
Format
Hardcover

Dimensions

Item Height
1.1 in
Item Weight
50.8 Oz
Item Length
11.2 in
Item Width
8.5 in

Additional Product Features

Edition Number
2
Intended Audience
College Audience
LCCN
99-030606
Dewey Edition
21
Illustrated
Yes
Dewey Decimal
658.8/0023/73
Table Of Content
I. MAKING MARKETING DECISIONS. 1. Welcome to the World of Marketing. 2. Strategic Planning: Making Choices in a Dynamic Environment. 3. Decision Making in the New Era of Marketing: Enriching the Marketing Environment. 4. Think Globally and Act Locally: Marketing in a Multinational Environment. II. UNDERSTANDING AND IDENTIFYING MARKETS. 5. Marketing Information and Research: Analyzing the Business Environment. 6. Why People Buy: Consumer Behavior. 7. Why Organizations Buy: Business-to-Business Markets. 8. Sharpening the Focus: Target Marketing Strategies. III. CREATING AND MANAGING THE PRODUCT: GOODS AND SERVICES. 9. Creating the Product. 10. Managing the Product. 11. Marketing Intangibles and Service. IV. ASSIGNING VALUE TO THE PRODUCT. 12. Pricing the Product. 13. Pricing Methods. V. DELIVERING THE PRODUCT. 14. Channel Management, Wholesaling, and Physical Distribution: Delivering the Product. 15. Retailing and Electronic Commerce. VI. COMMUNICATING ABOUT THE PRODUCT. 16. The Promotion Superhighway. 17. Advertising. 18. Sales Promotion, Public Relations, and Personal Selling. Appendix A: Sample Marketing Plan. Appendix B: Marketing Math. Glossary. Company/Name Index. Subject Index.
Synopsis
No other book brings students closer to doing real marketing. Students experience real marketing three key ways in the text: through Real People/Real Choices segments, entrepreneurial-focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplement package, including the "Living Laboratory" website, reinforces the experiential thrust of the text., For undergraduate courses in principles of marketing. No other book brings students closer to doing real marketing. Marketing principles are introduced through three key ways in the text - through Real People/Real Choices segments, entrepreneurial - focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplements package, including the 'Living Laboratory' website, reinforces the experiential thrust of the text. *Entrepreneurial running case and custom videos - Six part ending cases profile Computer Friendly Stuff, a small start-up company. Issues include packaging, global markets, sales, pricing, internet marketing and new product development. *'Real People, Real Choices' segment in each chapter *Three-part vignettes profile actual marketing people and issues they faced. *'Real People, Bad Choices' boxes in each chapter-Raises ethical concerns in analyzing marketing problems and making choices. *Marketing plan questions conclude each chapter. *Streamlined text. Major marketing issues are covered in a more manageable 18 chapters to ensure that all topics can be covered in a quarter or semester.
LC Classification Number
HF5415.35.S65 2000

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