Marketing : real people, real decisions. /
Solomon, Michael R.
Marketing : real people, real decisions. / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Broock Smith et all - Third Canadian Edition - Upper Saddle River, N.J. : Pearson Education Inc, c2008. - xvii, 602 p. : col. ill. ; 29 cm.
Includes bibliographical references and indexes.
Contents: Identifying and specifying value opportunities : What is marketing -- Making strategic marketing decisions -- Market segmentation and positioning -- Understanding customer value needs and behaviour : Marketing research -- Consumer buying behaviour -- Organizational buying behaviour -- Creating the value proposition: Product Strategy -- Product management -- Pricing strategy -- Delivering communications and implementing the value proposition: Channels and supply chain strategy -- Retailing and etailing -- Integrated marketing communications -- Communication mix and tactics -- Developing and implementing a marketing plan.
9780135145579
Marketing--Vocational guidance.
HF5415.M36.S65
Marketing : real people, real decisions. / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Broock Smith et all - Third Canadian Edition - Upper Saddle River, N.J. : Pearson Education Inc, c2008. - xvii, 602 p. : col. ill. ; 29 cm.
Includes bibliographical references and indexes.
Contents: Identifying and specifying value opportunities : What is marketing -- Making strategic marketing decisions -- Market segmentation and positioning -- Understanding customer value needs and behaviour : Marketing research -- Consumer buying behaviour -- Organizational buying behaviour -- Creating the value proposition: Product Strategy -- Product management -- Pricing strategy -- Delivering communications and implementing the value proposition: Channels and supply chain strategy -- Retailing and etailing -- Integrated marketing communications -- Communication mix and tactics -- Developing and implementing a marketing plan.
9780135145579
Marketing--Vocational guidance.
HF5415.M36.S65