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Marketing real people, real choices Michael R. Solomon, Elnora W. Stuart.
Detalles de publicación: Upper Saddle River, N.J. Prentice Hall c2003.Edición: 3rd edDescripción: xxxiii, 616 p. col. ill. 28 cmISBN:- 0130351342
- 658.8002373 S6891m3 21
- HF5415.35 .S65 2003
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|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8002373 S6891m3 (Navegar estantería(Abre debajo)) | Disponible | 80000002186495 |
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Descripciones mejoradas de Syndetics:
For four-year and two-year undergraduate courses in principles of marketing, this text introduces marketing from a real-world, practical perspective. Case studies focus on companies where the answers are not clear-cut.
Includes bibliographical references (p. 577-590) and index.
Tabla de contenidos provista por Syndetics
- I Making Marketing Value Decisions
- 1 Virtual Value: Welcome to the World of Marketing
- 2 Strategic Planning: Making Choices in a Wired World
- 3 Decision Making in the New Era of Marketing: Ethics Quality and the Marketing Environment
- 4 Think Globally and Act Locally: Marketing in a Multinational Environment
- II Identifying Markets and Understanding Customers' needs for Value
- 5 Marketing Information and Research: Analyzing the Business Environment Offline and Online
- 6 Why People Buy: Consumer Behavior and Peer-to-Peer E-Commerce
- 7 Why Organizations Buy: Business-to-Business Markets and B2B E-Commerce
- 8 Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
- III Creating The Value Offer
- 9 Creating the Product
- 10 Managing the Product
- 11 Marketing What Isn't There: Intangibles and Services
- 12 Pricing the Product
- 13 Pricing Methods
- IV Communicating The Value Offer
- 14 Conversing with the Customer: Promotional Strategy, Interactive Marketing and Database Marketing
- 15 Advertising, Direct Marketing and M-Commerce
- 16 Public Relations, Sales Promotion and Personal Selling
- V Delivering The Value Offer
- 17 Value Chain Management: Channels of Distribution, Logistics and Wholesaling
- 18 Offline Retailing and B2C E-Commerce
- Appendix A A Sample Marketing Plan: Computer Friendly Stuff
- Appendix B Marketing Math
- Glossary
- Company/Name Index
- Subject Index