Solomon, Michael R. creator Stuart, Elnora W. text bibliography nju Upper Saddle River, N.J Pearson Education Inc c2008 1997 Third Canadian Edition monographic eng

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xvii, 602 p. : col. ill. ; 29 cm. 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. Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Broock Smith et all Includes bibliographical references and indexes. Marketing Vocational guidance HF5415.M36.S65 9780135145579 DLC 960909 20221011132451.0 1636598