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Marketing : Real People Real Choices - Michael Solomon

Paperback

Published: 5th September 2013
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Marketing: Real People, Real Choices brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues that they have faced in recent times.

The authors explain core concepts and theories in Marketing, while allowing the reader to search for the information and then apply it to their own experiences as a consumer, so that they can develop a deeper understanding of how marketing is used every day of the week, in every country of the world.

The new third edition is enhanced by a strong focus on Value Creation and deeper coverage of modern marketing communications practices.

BREAK THROUGH to engaging learning experiences

Marketing: Real People, Real Choices can be packaged with MyMarketingLab, an exciting online learning system that efficiently targets the learning objectives in each chapter and helps you focus on what you really need to cover. It combines engaging resources, learning activities, videos, case studies and marketing simulations, with a personalised Study Plan and an optional eBook.

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  • Part 1: Make Marketing Value Decisions
  • 1. Welcome to the World of Marketing: Creating and Delivering Value
  • 2. Strategic Market Planning: Taking the Big Picture
  • 3. Thriving in the Marketing Environment: The World Is Flat
  • Part 2: Understand Consumers Value Needs
  • 4. Marketing Research: Gathering, Analysing and Using Information
  • 5. Consumer Behaviour: How and Why We Buy
  • 6. Business-to-business Markets: How and Why Organisations Buy
  • 7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
  • Part 3: Create the Value Proposition
  • 8. Creating and Managing Products
  • 9. Services and Other Intangibles: Marketing a Product that Isnt There
  • 10. Pricing the Product
  • Part 4: Communicate the Value Proposition
  • 11. One-to-many: Advertising, Consumer Sales Promotion and Public Relations
  • 12. One-to-one: Trade Promotion, Data-driven Marketing and Personal Selling
  • 13. Many-to-many: Online Marketing Communication and New Media
  • Part 5: Deliver the Value Proposition
  • 14. Delivering Value through Supply Chains andLogistics

ISBN: 9781442561526
ISBN-10: 9781442561526
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 564
Published: 5th September 2013
Publisher: Pearson Education Australia
Country of Publication: AU
Edition Number: 3