real people, real choices Solomon, Michael R. creator Marshall, Greg W. Stuart, Elnora W. text Upper Saddle River, N.J Pearson Prentice Hall c2006 4th ed. monographic xxxii, 592 pages : Illustrations ; 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. Includes index. Marketing - vocational guidance HF 5415.35 SOL 0131449680 9780131449688 http://catdir.loc.gov/catdir/toc/ecip052/2004025605.html http://hdl.library.upenn.edu/1017.12/366295 http://catdir.loc.gov/catdir/toc/ecip052/2004025605.html http://hdl.library.upenn.edu/1017.12/366295