Marketing

Real People, Real Decisions

AvMichael Solomon,Greg Marshall

Häftad, Engelska, 2019

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Beskrivning

Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.

Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.

The 3^rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what’s happening in the world of marketing today.

This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

Produktinformation

Utgivningsdatum:2019-07-15
Mått:196 x 264 x 25 mm
Vikt:1 180 g
Format:Häftad
Språk:Engelska
Antal sidor:616
Upplaga:3
Förlag:Pearson Education
ISBN:9781292227191

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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Innehållsförteckning

1. Marketing, planning and strategy2. Global, ethical and sustainable marketing3. Marketing research4. Consumer behavior5. B2B Marketing and sales6. Segmentation, targeting and positioning7. Creating the product8. Managing the product9. Services marketing10. Pricing the product11. Integrated marketing communications12. Retail and distribution