Marketing: real people, real choices
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston [u.a.]
Pearson
2015
|
| Ausgabe: | 8. ed., global ed. |
| Schriftenreihe: | Always Learning
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027802684&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes index. |
| Umfang: | 569 S. zahlr. Ill. |
| ISBN: | 9781292097756 1292097752 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV042366346 | ||
| 003 | DE-604 | ||
| 005 | 20150820 | ||
| 007 | t| | ||
| 008 | 150218s2015 xxua||| |||| 00||| eng d | ||
| 020 | |a 9781292097756 |9 978-1-292-09775-6 | ||
| 020 | |a 1292097752 |9 1-292-09775-2 | ||
| 035 | |a (OCoLC)913886827 | ||
| 035 | |a (DE-599)BVBBV042366346 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-11 |a DE-1050 |a DE-355 |a DE-573 |a DE-945 | ||
| 050 | 0 | |a HF5415.35 | |
| 082 | 0 | |a 658.8 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QP 680 |0 (DE-625)141923: |2 rvk | ||
| 100 | 1 | |a Solomon, Michael R. |d 1956- |e Verfasser |0 (DE-588)129227684 |4 aut | |
| 245 | 1 | 0 | |a Marketing |b real people, real choices |c Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart |
| 250 | |a 8. ed., global ed. | ||
| 264 | 1 | |a Boston [u.a.] |b Pearson |c 2015 | |
| 300 | |a 569 S. |b zahlr. Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Always Learning | |
| 500 | |a Includes index. | ||
| 650 | 4 | |a Marketing |x Vocational guidance | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 655 | 7 | |8 2\p |0 (DE-588)4123623-3 |a Lehrbuch |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |8 3\p |5 DE-604 | |
| 700 | 1 | |a Marshall, Greg W. |e Verfasser |0 (DE-588)135815533 |4 aut | |
| 700 | 1 | |a Stuart, Elnora W. |e Verfasser |0 (DE-588)170703878 |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027802684&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 3\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-027802684 | |
Datensatz im Suchindex
| _version_ | 1819293143593385984 |
|---|---|
| adam_text | ^Contents
Preface 15
PART 1 Understand the Value Proposition 26
»CHAPTER 1 : Welcome to the World of
Marketing: Create and Deliver Value.26
Real people, Real Choices: Here’s my
problem... 27
MARKETING: WHAT IS IT? 28
Marketing Is the Activity, Institutions, and Processes... 28
... for Creating, Communicating, Delivering, and
Exchanging: The Marketing Mix ... 29
... Offerings ...: What Can We Market? 31
... Value for Customers ... 32
WHEN DID MARKETING BEGIN? THE EVOLUTION
OF A CONCEPT 35
The Production Era 35
The Sales Era 35
The Relationship Era 37
The Triple-Bottom-Line Orientation 37
What s Next in the Evolution of Marketing? 39
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 40
THE VALUE OF MARKETING AND THE MARKETING
OF VALUE 40
Value from the Customer s Perspective 40
Value from the Seller s Perspective 41
Value from Society s Perspective 46
THE CUTTING EDGE: Users Build Brands
that Customers Trust 46
MARKETING AS A PROCESS 48
Objective Summary · Key Terms · Apply 50
Chapter Questions and Activities 52
Marketing in Action Case: Real Choices at Nestlé 54
CHAPTER 2; Global, Ethical,
and Sustainable Marketing.............56
Real people, Real Choices: Here’s my
problem... 57
TAKE A BOW: MARKETING ON THE GLOBAL
STAGE 58
World Trade 58
Should We Go Global? 59
UNDERSTAND INTERNATIONAL, REGIONAL,
AND COUNTRY REGULATIONS 61
Initiatives in International Cooperation and Regulation 61
Protected Trade: Quotas, Embargoes, and Tariffs 61
Economic Communities 62
ANALYZE THE MARKETING ENVIRONMENT: INTERNAL
AND EXTERNAL SCANS 63
The Economic Environment 63
The Competitive Environment 66
The Technological Environment 68
The Political and Legal Environment 68
The Sociocultural Environment 71
IS THE WORLD FUT OR NOT? HOW “GLOBAL”
SHOULD A GLOBAL MARKETING STRATEGY BE? 73
Company-Level Decisions: The Market Entry Strategy 74
The Marketing Mix Strategies 76
ETHICS IS JOB ONE IN MARKETING PUNNING 79
Ethical Philosophies 79
Codes of Business Ethics 80
Is Marketing Unethical? 82
When Is a Bribe Not a Bribe? Ethical Issues for Global
Business 83
SUSTAINABILITY: MARKETERS DO WELL
BY DOING GOOD 84
Sustainability Is a Sensible Business Decision 85
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 85
Developing a Sustainable Marketing Mix 86
Sustainable Customer Behavior 86
Objective Summary * Key Terms · Apply 89
Chapter Questions and Activities 91
Marketing in Action Case: Real Choices at Mattel 92
£0^ CHAPTER 3: Strategic Market
Planning...............................94
WtM Real people, Real Choices: Here’s my
problem ... 95
PUNNING: COMPOSE THE BIG
PICTURE 96
The Three Levels of Business Planning 97
STRATEGIC PUNNING: FRAME THE PICTURE 98
Step 1 : Define the Mission 99
Step 2: Evaluate the Internal and External
Environment 99
Step 3: Set Organizational or SBU Objectives 100
10 I CONTENTS
Step 4: Establish the Business Portfolio 101
Step 5: Develop Growth Strategies 103
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 104
MARKET PLANNING: DEVELOP AND EXECUTE
MARKETING STRATEGY 105
Step 1: Perform a Situation Analysis 105
Step 2: Set Marketing Objectives 105
Step 3: Develop Marketing Strategies: Target Markets
and the Marketing Mix 106
Step 4: Implement and Control the Marketing Plan 107
THE CUTTING EDGE: Strengthen Your Message with
Twitter Cards 107
Action Plans 109
Operational Planning: Day-to-Day Execution of Marketing
Plans 112
Make Your Life Easier! Use the Market Planning
Template 112
Objective Summary * Key Terms · Apply 113
Chapter Questions and Activities 115
Marketing in Action Case: Real Choices at Amazon 116
PART 2 Determine the Value Propositions
Different Customers Want 118
A CHAPTER 4: Market Research....................118
Real people, Real Choices: Here’s my
problem... 119
KNOWLEDGE IS POWER 120
The Marketing Information System 120
The Marketing Decision Support System 123
THE ROLE OF THE CUSTOMER INSIGHTS FUNCTION
IN A MARKETING ORGANIZATION 125
STEPS IN THE MARKET RESEARCH PROCESS 125
Step 1: Define the Research Problem 126
Step 2: Determine the Research Design 127
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 130
Step 3: Choose the Method to Collect Primary
Data 131
THE CUTTING EDGE: Cookies That Track
You 24/7 135
Step 4: Design the Sample 138
Step 5: Collect the Data 139
Step 6: Analyze and Interpret the Data 140
Step 7: Prepare the Research Report 141
Objective Summary · Key Terms · Apply 143
Chapter Questions and Activities 144
Marketing in Action Case: Real Choices at
GetFeedback 146
CHAPTER 5: Marketing Analytics:
Welcome to the Era of Big Data!........148
Real people, Real Choices: Here’s my
problem... 149
CUSTOMER RELATIONSHIP MANAGEMENT (CRM):
A KEY DECISION TOOL FOR MARKETERS 150
Characteristics of CRM 152
BIG DATA: TERABYTES RULE 154
THE CUTTING EDGE: Big Data Predicts Outbreaks
of Infectious Diseases 155
Big Data Creation, Sources, and Usage 155
Data Mining 158
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 159
Primary Data Types for Data Mining 159
Data Scientists: Transforming Big Data into Winning
Information 160
Data Mining: Applications for Marketers 161
MARKETING ANALYTICS 162
Connect Digital Marketing Channels to Marketing
Analytics 163
Determine the Value of Digital Marketing Investments
across Channels 164
Predictive Analytics 166
METRICS FOR MARKETING CONTROL 167
Objective Summary · Key Terms · Apply 170
Chapter Questions and Activities 171
Marketing in Action Case: Real Choices
at State Farm 173
CHAPTER 6: Understand Consumer
and Business Markets...................
Real people, Real Choices: Here’s my
problem... 175
THE CONSUMER DECISION-MAKING
PROCESS 176
Not All Decisions Are the Same 176
Step 1: Problem Recognition 178
Step 2: Information Search 179
Step 3: Evaluation of Alternatives 180
Step 4: Product Choice 180
Step 5: Postpurchase Evaluation 181
INTERNAL INFLUENCES ON CONSUMERS’
DECISIONS 182
Perception 182
Motivation 184
Learning 185
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 186
Attitudes 186
Personality and the Self: Are You What You Buy? 187
CONTENTS I 11
Age 187
Lifestyle 188
SITUATIONAL AND SOCIAL INFLUENCES ON
CONSUMERS1 DECISIONS 189
Situational Influences 189
THE CUTTING EDGE: No More Waiting on
Shipping 191
Social Influences on Consumers Decisions 191
BUSINESS MARKETS: BUYING AND SELLING
WHEN THE CUSTOMER IS ANOTHER ORGANIZATION 195
Factors That Make a Difference in Business
Markets 196
B2B Demand 198
Types of Business-to-Business Customers 199
BUSINESS BUYING SITUATIONS AND THE BUSINESS
BUYING DECISION PROCESS 201
The Buyclass Framework 201
Professional Buyers and Buying Centers 202
The Business Buying Decision Process 204
B2B E-Commerce and Social Media 207
Objective Summary · Key Terms · Apply 210
Chapter Questions and Activities 213
Marketing in Action Case: Real Choices at
Electrolux 215
CHAPTER 7: Segmentation,
Target Marketing, and Positioning.....216
Real people, Real Choices: Here’s my
problem... 217
TARGET MARKETING: SELECT AND ENTER
A MARKET 218
STEP 1: SEGMENTATION 219
Segment Consumer Markets 220
THE CUTTING EDGE: Chipotle Targets Socially
Conscious Gen Y 222
Segment by Demographics: Ethnicity 225
Segment by Demographics: Place of Residence 226
Segment by Psychographics 228
Segment by Behavior 230
Segment B2B Markets 231
STEP 2: TARGETING 231
Targeting in Three Steps 231
STEP 3: POSITIONING 234
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 235
Steps in Positioning 235
Bring a Product to Life: Brand Personality 237
Objective Summary · Key Terms · Apply 239
Chapter Questions and Activities 241
Marketing in Action Case: Real Choices
at Subaru 242
PART 3 Develop the Value Proposition for the
Customer 244
A CHAPTER 8: Product I: Innovation
and New Product Development.........244
Real people, Real Choices: Here’s my
problem . . . 245
BUILD A BETTER MOUSETRAP-AND
ADD VALUE 246
Layers of the Product Concept 247
HOW MARKETERS CLASSIFY PRODUCTS 249
How Long Do Products Last? 249
How Do Consumers Buy Products? 250
How Do Businesses Buy Products? 252
“NEW AND IMPROVED!” THE PROCESS OF
INNOVATION 253
Types of Innovations 253
THE CUTTING EDGE: Innovating for a Better Shave 253
NEW PRODUCT DEVELOPMENT 255
Phase 1: Idea Generation (Ideation) 256
Phase 2: Product Concept Development and
Screening 257
Phase 3: Marketing Strategy Development 257
Phase 4: Business Analysis 257
Phase 5: Technical Development 258
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 259
Phase 6: Test Marketing 259
Phase 7: Commercialization 260
ADOPTION AND DIFFUSION OF NEW PRODUCTS 261
Stages in Consumers Adoption of a New Product 261
Adopter Categories 263
Product Factors That Affect the Rate of Adoption 265
Objective Summary · Key Terms · Apply 268
Chapter Questions and Activities 270
Marketing in Action Case: Real Choices
at Chobani 272
1 CHAPTER 9: Product l(: Product
Strategy, Branding, and Product
Management......................................274
Real people, Real Choices: Here’s my
problem . .. 275
PRODUCT PLANNING: USE PRODUCT OBJECTIVES
TO DECIDE ON A PRODUCT STRATEGY 276
Getting Product Objectives Right 276
Objectives and Strategies for Individual Products 277
Objectives and Strategies for Multiple Products 278
Product Mix Strategies 280
12 I CONTENTS
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 280
Quality as a Product Objective: TQM and Beyond 280
MARKETING THROUGHOUT THE PRODUCT LIFE
CYCLE 282
Introduction Stage 283
Growth Stage 284
Maturity Stage 285
Decline Stage 285
THE CUTTING EDGE: Social Media Brings Products
Back to Life 286
BRANDING AND PACKAGING: CREATE PRODUCT
IDENTITY 286
What s in a Name (or a Symbol)? 286
Why Brands Matter 287
Branding Strategies 289
Individual Brands versus Family Brands 290
National and Store Brands 291
Generic Brands 291
Licensing 291
Cobranding 292
Packages and Labels: Branding s Little Helpers 292
ORGANIZE FOR EFFECTIVE PRODUCT MANAGEMENT 296
Manage Existing Products 296
Organize for New Product Development 297
Objective Summary * Key Terms « Apply 298
Chapter Questions and Activities 299
Marketing in Action Case: Real Choices at Starbucks 301
A CHAPTER 10: Price: What is the Value
Proposition Worth?................................302
Real people, Real Choices: Here’s my
“YES, BUT WHAT DOES IT COST?” 304
THE CUTTING EDGE: Digital Currencies: Bitcoin 304
WHAT IS PRICE? 305
Step 1: Develop Pricing Objectives 305
COSTS, DEMAND, REVENUE, AND THE PRICING
ENVIRONMENT 308
Step 2: Estimate Demand 308
Step 3: Determine Costs 313
Step 4: Examine the Pricing Environment 317
IDENTIFY STRATEGIES AND TACTICS TO PRICE
THE PRODUCT 321
Step 5: Choose a Pricing Strategy 321
Step 6: Develop Pricing Tactics 324
PRICING AND ELECTRONIC COMMERCE 327
Dynamic Pricing Strategies 327
Internet Price Discrimination 327
Online Auctions 328
Freemium Pricing Strategies 328
Pricing Advantages for Online Shoppers 328
PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS
OF PRICING 329
Psychological Issues in Setting Prices 329
Psychological Pricing Strategies 331
Legal and Ethical Considerations in B2C Pricing 332
Legal Issues in B2B Pricing 333
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 334
Objective Summary · Key Terms · Apply 336
Chapter Questions and Activities 337
Marketing in Action Case: Real Choices at Procter
Gamble 340
Supplement: Marketing Math 342
PART 4 Deliver and Communicate the Value
Proposition 352
CHAPTER 11 : Deliver the Goods:
Determine Distribution Strategy.........352
Real people, Real Choices: Here’s my
problem ... 353
TYPES OF DISTRIBUTION CHANNELS
AND WHOLESALE INTERMEDIARIES 354
Functions of Distribution Channels 354
Evolution of Distribution Functions 356
Wholesaling Intermediaries 357
Types of Distribution Channels 361
THE CUTTING EDGE: Amazon Delivers in 30 Minutes
or Less? 363
DEVELOP A CHANNEL STRATEGY 365
Step 1: Develop Distribution Objectives 366
Step 2: Evaluate Internal and External Environmental
Influences 366
Step 3: Choose a Distribution Strategy 367
Step 4: Develop Distribution Tactics 370
LOGISTICS AND THE SUPPLY CHAIN 371
The Lowdown on Logistics 372
Place: Pulling It All Together through the Supply Chain 376
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 378
Objective Summary · Key Terms · Apply 379
Chapter Questions and Activities 381
Marketing in Action Case: Real Choices at Elizabeth
Arden 382
CHAPTER 12: Deliver the Customer
Experience: Bricks and Clicks........384
Real people, Real Choices: Here’s my
problem ... 385
CONTENTS j 13
RETAILING, TWENTY-FIRST-CENTURY STYLE 386
Retailing: A Mixed (Shopping) Bag 386
The Evolution of Retailing 387
The Evolution Continues: What s Tn Store for the
Future? 388
Ethical Problems in Retailing 390
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 392
TYPES OF BRICKS-AND-MORTAR RETAILERS 392
Classify Retailers by What They Sell 392
Classify Retailers by Level of Service 393
Major Types of Retailers 394
E-COMMERCE AND OTHER TYPES OF NONSTORE
RETAILERS 398
Direct Selling 399
Automatic Vending 400
THE CUTTING EDGE: Tokyo Vending Machines
“Recognize” Customers 400
B2C E-Commerce 400
SERVICE AS A CORE SOURCE OF VALUE 404
Marketing What Isn t There 404
Physical Elements of the Service Encounter: Servicescapes
and Other Tangibles 407
How We Provide Quality Service 407
Strategic Issues When We Deliver Service Quality 408
Marketing People, Places, and Ideas 409
The Future of Services 412
Objective Summary · Key Terms · Apply 413
Chapter Questions and Activities 415
Marketing in Action Case: Real Choices at IKEA 418
CHAPTER 13: Promotion I: Advertising
and Sales Promotion....................420
Real people, Real Choices: Here’s my
problem ... 421
COMMUNICATION MODELS IN A WEB 2.0
WORLD 422
The Communication Model 424
The Traditional Promotion Mix 426
OVERVIEW OF PROMOTIONAL PLANNING 428
Step 1: Identify the Target Audience!s) 429
Step 2: Establish the Communication Objectives 429
Step 3: Determine and Allocate the Marketing
Communication Budget 431
Step 4: Design the Promotion Mix 432
Step 5: Evaluate the Effectiveness of the Communication
Program 433
Multichannel Promotional Strategies 433
ADVERTISING 434
Types of Advertising 434
Who Creates Advertising? 435
User-Generated Advertising Content 436
Ethical Issues in Advertising 437
Develop the Advertising Campaign 438
THE CUTTING EDGE: Pay Per Gaze 439
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 448
SALES PROMOTION 452
Sales Promotion Directed toward Consumers 453
Trade Sales Promotion: Targeting the B2B Customer 455
Objective Summary · Key Terms · Apply 458
Chapter Questions and Activities 461
Marketing in Action Case: Real Choices at
Stouffer’s 464
CHAPTER 14: Promotion II: Social
Media, Direct/Database Marketing, Personal
Selling, and Public Relations..........466
Real people, Real Choices: Here’s my
problem ... 467
SOCIAL MEDIA 468
Buzz Marketing 469
Ethical Problems in Buzz Marketing 470
THE CUTTING EDGE: Heinz Ketchup’s Tryvertising
Creates Buzz 470
Viral Marketing 471
Brand Ambassadors and Evangelists 471
New Social Media 471
Social Networks 472
Virtual Worlds 473
Product Review Sites 474
Mobile Apps 474
Location-Based Social Networks 475
DIRECT MARKETING 475
Mail Order 475
Direct Mail 476
Telemarketing 476
Direct-Response Advertising 477
M-Commerce 477
PERSONAL SELLING: ADDING THE PERSONAL TOUCH
TO THE PROMOTION MIX 478
The Role of Personal Selling in the Marketing Mix 479
Technology and Personal Selling 480
THE LANDSCAPE OF MODERN PERSONAL SELLING 482
Types of Sales Jobs 482
Two Approaches to Personal Selling 483
THE CREATIVE SELLING PROCESS 484
Step 1: Prospect and Qualify 484
Step 2: Preapproach 484
Step 3: Approach 485
Step 4: Sales Presentation 485
Step 5: Handle Objections 486
Step 6: Close the Sale 486
Step 7: Follow-Up 486
14
CONTENTS
PUBLIC RELATIONS 487
Plan a PR Campaign 488
PR Objectives 489
RIPPED FROM THE HEADLINES: Ethical/Sustainable
Decisions in the Real World 491
PR Tactics 491
Objective Summary · Key Terms · Apply 495
Chapter Questions and Activities 497
Marketing in Action Case: Real Choices at Oreo 499
Appendix A Marketing Plan: The S S Smoothie
Company.......................................500
Appendix B You, Marketing, and Your Career....512
NOTES 524
GLOSSARY 540
INDEX 555
|
| any_adam_object | 1 |
| author | Solomon, Michael R. 1956- Marshall, Greg W. Stuart, Elnora W. |
| author_GND | (DE-588)129227684 (DE-588)135815533 (DE-588)170703878 |
| author_facet | Solomon, Michael R. 1956- Marshall, Greg W. Stuart, Elnora W. |
| author_role | aut aut aut |
| author_sort | Solomon, Michael R. 1956- |
| author_variant | m r s mr mrs g w m gw gwm e w s ew ews |
| building | Verbundindex |
| bvnumber | BV042366346 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.35 |
| callnumber-search | HF5415.35 |
| callnumber-sort | HF 45415.35 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 QP 680 |
| ctrlnum | (OCoLC)913886827 (DE-599)BVBBV042366346 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 8. ed., global ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02103nam a2200505 c 4500</leader><controlfield tag="001">BV042366346</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20150820 </controlfield><controlfield tag="007">t|</controlfield><controlfield tag="008">150218s2015 xxua||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781292097756</subfield><subfield code="9">978-1-292-09775-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1292097752</subfield><subfield code="9">1-292-09775-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)913886827</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042366346</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield><subfield code="a">DE-1050</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-945</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.35</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 680</subfield><subfield code="0">(DE-625)141923:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Solomon, Michael R.</subfield><subfield code="d">1956-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)129227684</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing</subfield><subfield code="b">real people, real choices</subfield><subfield code="c">Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">8. ed., global ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Boston [u.a.]</subfield><subfield code="b">Pearson</subfield><subfield code="c">2015</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">569 S.</subfield><subfield code="b">zahlr. Ill.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Always Learning</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes index.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Vocational guidance</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">2\p</subfield><subfield code="0">(DE-588)4123623-3</subfield><subfield code="a">Lehrbuch</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">3\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Marshall, Greg W.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)135815533</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Stuart, Elnora W.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)170703878</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027802684&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">3\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-027802684</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Einführung Lehrbuch |
| id | DE-604.BV042366346 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T17:09:19Z |
| institution | BVB |
| isbn | 9781292097756 1292097752 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027802684 |
| oclc_num | 913886827 |
| open_access_boolean | |
| owner | DE-11 DE-1050 DE-355 DE-BY-UBR DE-573 DE-945 |
| owner_facet | DE-11 DE-1050 DE-355 DE-BY-UBR DE-573 DE-945 |
| physical | 569 S. zahlr. Ill. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Pearson |
| record_format | marc |
| series2 | Always Learning |
| spellingShingle | Solomon, Michael R. 1956- Marshall, Greg W. Stuart, Elnora W. Marketing real people, real choices Marketing Vocational guidance Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4151278-9 (DE-588)4123623-3 |
| title | Marketing real people, real choices |
| title_auth | Marketing real people, real choices |
| title_exact_search | Marketing real people, real choices |
| title_full | Marketing real people, real choices Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart |
| title_fullStr | Marketing real people, real choices Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart |
| title_full_unstemmed | Marketing real people, real choices Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart |
| title_short | Marketing |
| title_sort | marketing real people real choices |
| title_sub | real people, real choices |
| topic | Marketing Vocational guidance Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Vocational guidance Marketing Einführung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027802684&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT solomonmichaelr marketingrealpeoplerealchoices AT marshallgregw marketingrealpeoplerealchoices AT stuartelnoraw marketingrealpeoplerealchoices |