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Marketing : real people, real choices /

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2006.Edition: 4th edDescription: xxxii, 592 pages : IllustrationsISBN:
  • 0131449680
  • 9780131449688
Subject(s): LOC classification:
  • HF 5415.35 SOL
Online resources:
Contents:
pt. I. Making marketing value decisions -- Welcome to the world of marketing : Creating and delivering value -- Strategic planning and the marketing environment -- Think globally/act ethically -- pt. II. Understanding consumers' value needs -- Marketing information and research : Analyzing the business environment offline and online -- Consumer behavior : How and why people buy -- Business-to-business markets : How and why organizations buy -- Sharpening the focus : Target marketing strategies and customer relationship management -- pt. III. Creating the value proposition -- Creating the product -- Managing the product -- Services and other intangibles : Marketing the product that isn't there -- Pricing the product -- pt. IV. Communicating the value proposition -- Connecting with the customer : Integrated marketing communications and interactive marketing -- Advertising and public relations -- Sales promotion, personal selling, and sales management -- Creating value through supply chain management -- pt. V. Delivering the value proposition -- Retailing : Bricks and clicks -- App. A. Under armour in action : Implementing a marketing plan -- App. B. Sample marketing plan : The S & S Smoothie Company -- App. C. Marketing math.
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Holdings
Item type Current library Call number Status Date due Barcode
Book Kumasi Campus General Stack HF 5415.35 SOL (Browse shelf(Opens below)) Available 59371
Book GIMPA Main Reference Section HF 5415.35 SOL (Browse shelf(Opens below)) Available 59392

Includes index.

pt. I. Making marketing value decisions -- Welcome to the world of marketing : Creating and delivering value -- Strategic planning and the marketing environment -- Think globally/act ethically -- pt. II. Understanding consumers' value needs -- Marketing information and research : Analyzing the business environment offline and online -- Consumer behavior : How and why people buy -- Business-to-business markets : How and why organizations buy -- Sharpening the focus : Target marketing strategies and customer relationship management -- pt. III. Creating the value proposition -- Creating the product -- Managing the product -- Services and other intangibles : Marketing the product that isn't there -- Pricing the product -- pt. IV. Communicating the value proposition -- Connecting with the customer : Integrated marketing communications and interactive marketing -- Advertising and public relations -- Sales promotion, personal selling, and sales management -- Creating value through supply chain management -- pt. V. Delivering the value proposition -- Retailing : Bricks and clicks -- App. A. Under armour in action : Implementing a marketing plan -- App. B. Sample marketing plan : The S & S Smoothie Company -- App. C. Marketing math.

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