Marketing: Real People, Real Decisions
2nd European edition
By Michael R. Solomon, et al.
Distributed by the Trans-Atlantic Publications
632 Pages, Illustrated
$97.50 Paper original
Imagine you are Dr Steve Perry, Commercial Director of Visa Europe the world’s leading electronic payment system and one of the top ten sponsors of the Olympics, Para Olympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?
Chapter 1: What is Marketing?
Chapter 2: Strategy and environment
Chapter 3: Marketing Research
Chapter 4: Consumer Behaviour
Chapter 5: Business-to-Business Marketing
Chapter 6: Segmentation, Targeting, Positioning and CRM
Chapter 7: Creating the Product
Chapter 8: Managing the Product
Chapter 9: Services Marketing
Chapter 10: Pricing the Product
Chapter 11: Integrated Marketing Communications
Chapter 12: Advertising and PR
Chapter 13: Sales Promotions and Sales Management
Chapter 14: Retail and Distribution
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