Marketing : real people, real decisions / Michael R. Solomon ... [et al.].

Contributor(s):

Solomon, Michael R

Material type: Text

TextAnalytics: Show analyticsPublication details: Harlow : Pearson Education Limited, 2009.Edition: European edDescription: xxvi, 589 p. : col. ill. ; 27 cmISBN:

9780273708803 (pbk.)
0273708805 (pbk.)

Subject(s):

DDC classification:

658.8 SOL

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 SOL (Browse shelf(Opens below))	1	Available		39002100507574

Enhanced descriptions from Syndetics:

Imagine you are Jamie Mitchell, "chief squeezer" at Innocent, the biggest smoothie brand in the UK and an entrepreneurial phenomenon. Things are going well but you must reward the commitment and passion of your customers. You need an idea that reinforces all their expectations of the brand; it's got to be natural, friendly and ethical.

Your options are...

Continue with the Innocent Fruitstock music festival that you launched four years ago Stage a smaller scale family-friendly village fete instead Do nothing for a year and invest in a bigger event next time

...What would you do?

Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux. You'll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explain what decision they would have made in the same situation, before you find out how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and "metrics" underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life.

With: MyMarketingLab access code for online resources that accompany the book.

Includes bibliographical references and index.

Table of contents provided by Syndetics

1 What is marketing?
2 Strategy and environment
3 Marketing research
4 Consumer behaviour
5 Business-to-business marketing
6 Segmentation, targeting, positioning and CRM
7 Creating the product
8 Managing the product
9 Services marketing
10 Pricing the product
11 Integrated marketing communications
12 Advertising, PR and sales
13 Retail and distribution
Appendix A Sample marketing plan - The B&V Smoothie Company
Appendix B Marketing maths