Marketing: Real People, Real Choices (5th Edition)
Author Information
Michael R. Solomon, Greg Marshall, Elnora StuartProduct Details
ISBN: 9780132299206Publish Date: 12/08/2006
Publisher: Prentice Hall
Number of pages: 640
Description
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value—for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.
A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.
For individuals interested in a career in marketing.