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Full Description
This package contains Soloman, Marketing: Real People, Real Decisions 2e and access to MyMarketingLab.Important information for students:You need both an access code and a course ID to access MyMarketingLab. Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.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?This package includes MyMarketingLab, an online homework, tutorial, and assessment system designed with a single purpose in mind; to improve the results of all higher education students, one student at a time. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Find out more at www.pearsonmylabandmastering.com/global/mymarketinglab
Contents
Chapter 1Chapter 2: Strategy and environment Chapter 3: Marketing ResearchChapter 4: Consumer BehaviourChapter 5: Business-to-Business MarketingChapter 6: Segmentation, Targeting, Positioning and CRMChapter 7: Creating the ProductChapter 8: Managing the ProductChapter 9: Services MarketingChapter 10: Pricing the ProductChapter 11: Integrated Marketing CommunicationsChapter 12: Advertising and PRChapter 13: Sales Promotions and Sales ManagementChapter 14: Advertising and PRAppendix 1 Appendix 2
