About this product

Product Identifiers

PublisherPearson Education (Us), Prentice Hall

ISBN-100132948931

ISBN-139780132948937

eBay Product ID (ePID)209618542

Product Key Features

AuthorGreg W. Marshall, Elnora W. Stuart, Michael R. Solomon

FormatPaperback

LanguageEnglish

TopicManagement, Business, Economics & Industry

GenreBusiness, Accounting & Vocational: Textbooks & Study Guides

Dimensions

Weight1043g

Height276mm

Width216mm

Additional Product Features

Place of PublicationUpper Saddle River

Table of ContentsPART I. Understand the Value Proposition 1. Welcome to the World of Marketing 2. Global, Ethical and Sustainable Marketing 3. Strategic Market Planning PART II. Determine the Value Propositions Different Customers Want 4. Basics of the Market Research Process 5. Marketing Analytics: Welcome to the Era of Big Data!(6. Understand Consumer and Business Markets(7. Segmentation, Target Marketing and Positioning PART III. Develop the Value Proposition for the Customer 8. Product I: Innovation and New Product Development 9. Product II: Product Strategy, Branding, and Product Management 10. Price: What is the Value Proposition Worth? PART IV. Deliver and Communicate the Value Proposition 11. Deliver the Goods: Determine Distribution Strategy 12. Deliver the Customer Experience: Bricks and Clicks 13. Promotion I: Advertising, Sales Promotion, and Public Relations 14. Promotion II: Social Media, Direct/Database Marketing, and Personal APPENDICES APPENDIX 1. CAREERS IN MARKETING APPENDIX 2. SAMPLE MARKETING PLAN

Pagination576

Author BiographyMichael R. SolomonMICHAEL R. SOLOMON, Ph.D., joined the Haub School of Business at Saint Joseph's University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. From 2007 to 2013 he also held an appointment as Professor of Consumer Behaviour at The University of Manchester in the U.K. From 1995 to 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Prior to joining Auburn in 1995, he was Chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon's primary research interests include consumer behavior and lifestyle issues~ branding strategy~ the symbolic aspects of products~ the psychology of fashion, decoration, and image~ services marketing~ and the development of visually oriented online research methodologies. He currently sits on the editorial boards of the Journal of Consumer Behaviour, the European Business Review, and the Journal of Retailing, and he recently completed a six yearterm on theBoard of Governors of the Academy of Marketing Science. In addition to other books, he is also the author of Prentice Hall's text Consumer Behavior Buying, Having, and Being, which is widely used in universities throughout the world. Professor Solomon frequently appears on television and radio shows such as The Today Show, Good Morning America, Channel One, the Wall Street Journal Radio Network, and National Public Radio to comment on consumer behavior and marketing issues. Greg W. MarshallGREG W. MARSHALL, Ph.D., is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College in Winter Park, Florida and is also Academic Director of the Executive DBA program there. For three years he also served as Vice President for Strategic Marketing for Rollins. Before joining Rollins, he was on the faculty of Oklahoma State University, the University of South Florida, and Texas Christian University. He also holds a visiting professorship in the Marketing Group at Aston Business School, Birmingham, UK. Professor Marshall earned a BSBA in Marketing and an MBA from the University of Tulsa, and a Ph.D. in Marketing from Oklahoma State University. His research interests include sales management, marketing management decision making, and intraorganizational relationships. He is editor of the Journal of Marketing Theory and Practice and former editor of the Journal of Personal Selling & Sales Management and currently serves on the editorial boards of the Journal of the Academy of Marketing Science, Journal of Business Research, and Industrial Marketing Management. Professor Marshall is Past President of the American Marketing Association Academic Division, a Distinguished Fellow and Past President of the Academy of Marketing Science, and a Fellow and Past President of the Society for Marketing Advances. His industry experience prior to entering academe includes product management, field sales management, and retail management positions with firms such as WarnerLambert, the Mennen Company, and Target Corporation. Elnora W. StuartELNORA W. STUART, Ph.D., is Professor of Marketing and Associate Dean of the George Dean Johnson, Jr. College of Business and Economics at the University of South Carolina Upstate. Prior to joining USC Upstate in 2008, she was Professor of Marketing and the BP Egypt Oil Professor of Management Studies at the American University in Cairo, Professor of Marketing at Winthrop University in Rock Hill, South Carolina, and on the faculty of the University of South Carolina. She has also been a regular visiting professor at Instituto de Empresa in Madrid, Spain. She earned a BA in Theatre/Speech from the University of North Carolina at Greensboro and both a Master of Arts in Journalism and Mass Communication, and a Ph.D. in Marketing from the University of South Carolina. Professor Stuart

Date of Publication06/01/2015

Edition Statement8th Revised Edition

Country of PublicationUnited States