Solomon M.R., Marshall G.W., Stuart E.W. Marketing: Real People, Real Choices

Pearson Education, Inc., New Jersey, USA, 2012. — 622 p. — 7th Edition
ISBN10: 013217684X
ISBN13: 978-0132176842Real people, real choices–give students a real feel for marketing. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.Make Marketing Value Decisions
Welcome to the World of Marketing: Create and Deliver Value
Strategic Market Planning: Take the Big Picture
Thrive in the Marketing Environment: The World Is Flat
Understand Consumers’ Value Needs
Marketing Research: Gather, Analyze, and Use Information
Consumer Behavior: How and Why We Buy
Business-to-Business Markets: How and Why Organizations Buy
Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management
Create the Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn’t There
Price the Product
Marketing Math
Communicate the Value Proposition
One-to-One to Many-to- Many: Traditional and New Media
One-to-Many: Advertising, Public Relations, and Consumer Sales Promotion
One-to-One: Trade Promotion, Direct Marketing, and Personal Selling
Deliver the Value Proposition
Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics
Retailing: Bricks and Clicks
Appendix: Marketing Plan: The S&S Smoothie Company