Marketing Essay

160653 Words Feb 16th, 2015 643 Pages
MARKETING 7E
People

real

Choices

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MARKETING 7E
People

real

Choices

Michael R.

SAINT JOSEPH S

SOLOMON ’ U
OLLINS

NIVERSITY

Greg W.

MARSHALL R C

OLLEGE

Elnora W.

THE UNIVERSITY OF SOUTH CAROLINA UPSTATE

STUART

Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing:
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Library of Congress Cataloging-in-Publication Data Solomon, Michael R. Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart. – 7th ed. p. cm. ISBN-13: 978-0-13-217684-2 ISBN-10: 0-13-217684-X 1. Marketing--Vocational guidance. I. Marshall, Greg W. II. Stuart, Elnora W. III. Title. HF5415.35.S65 2011 658.8--dc22 2010051148

10 9 8 7 6 5 4 3 2 1

ISBN 10: 0-13-217684-X ISBN 13: 978-0-13-217684-2

To Gail, Amanda, Zachary, Alex, Orly, Rose, and Munchy—my favorite market segment

—M.S.
To Patti and Justin

—G.M.
To Sonny, Patrick, Gabriela, and Marge

—E.S.

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Brief Contents
Preface xvii

PART ONE
CHAPTER 1 CHAPTER 2 CHAPTER 3

Make Marketing Value Decisions
Strategic

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