Marketing : real people, real choices
著者
書誌事項
Marketing : real people, real choices
Pearson Prentice Hall, c2008
5th ed
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注記
Includes bibliographical references (p. 565-577) and index
内容説明・目次
内容説明
For the Principles of Marketing course.
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.
目次
- Part 1: MAKING MARKETING VALUE DECISIONS Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value Chapter 2: Strategic Market Planning: Painting the Big Picture Chapter 3: Thriving in the Marketing Environment: The World is Flat Part 2: UNDERSTANDING CONSUMERS' VALUE NEEDS Chapter 4: Marketing Research: Gathering, Analyzing and Using Information Chapter 5: Consumer Behavior: How and Why People Buy Chapter 6: Business-to-Business Markets: How and Why Organizations Buy Chapter 7: Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management Part 3: CREATING THE VALUE PROPOSITION Chapter 8: Creating the Product Chapter 9: Managing the Product Chapter 10: Services and Other Intangibles: Marketing the Product That Isn't There Chapter 11: Pricing the Product Part 4: COMMUNICATING THE VALUE PROPOSITION Chapter 12: Catching the Buzz: Promotional Strategy and Integrated Marketing Communication Chapter 13: Advertising, Sales Promotion, and Public Relations Chapter 14: Personal Selling, Sales Management and Direct Marketing Part 5: DELIVERING THE VALUE PROPOSITION Chapter 15: Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics Chapter 16: Retailing: Bricks and Clicks Appendix A: Qode In Action: Implementing a Marketing Plan Appendix B: Sample Marketing Plan: The S&S Smoothie Company Appendix C: Marketing Math Notes
- Glossary
- Credits
- Index
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