Marketing : real people, real choices / Michael R. Solomon, Elnora W. Stuart.

Format:

Book

Author/Creator:

Solomon, Michael R.

Contributor:

Stuart, Elnora W.

Alumni and Friends Memorial Book Fund.

Language:

English

Subjects (All):

Marketing--Vocational guidance.

Marketing.

Physical Description:

xxxiii, 616 pages : color illustrations ; 28 cm

Edition:

Third edition.

Place of Publication:

Upper Saddle River, N.J. : Prentice Hall, [2003]

Summary:

No other book brings readers closer to doing real marketing. Readers experience real marketing three keys ways in the text: through "Real People/Real Choices" segments; entrepreneurial-focused Spotlight boxes; and end-of-part cases based on a real start-up company. The extensive supplement package including the "Living Laboratory" website, reinforces the experiential thrust of the book. New E-Commerce Student Supplement allows the reader to participate in the creating of a dot com. "" The authors comprehensively cover making marketing value decisions, identifying markets and understanding customers' needs for a value and outline creating the value offer and communicating the value offer, as well as value chain management and offline retailing and B2C E-Commerce. For brand managers and advertising account managers.

Notes:

Includes bibliographical references (pages 577-590) and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Alumni and Friends Memorial Book Fund.

ISBN:

0130351342

OCLC:

49531416