Marketing Principles: 4th Edition

Author: (USA) Solomon
Publisher:
Publish Date: 2005-10-01
Features: This book is co-authored by three professors—Solomon, Marshall, and Stewart. It comprehensively elaborates on the fundamental principles of marketing, with significant innovations in both its structure and core content, following a logical framework of marketing value decision-making, consumer demand theory, value proposition construction, integrated marketing communication, and value proposition delivery. , centered on consumer value, it organically integrates the logic of value research, creation, operation, and delivery with marketing practical procedures, making it an exceptional model in marketing theory. Second, it accurately and skillfully interprets the recent advancements in marketing theory research, offering insightful and thorough analysis. Third, each chapter begins with a real-world case study, introducing problems, stimulating thinking, encouraging the application of knowledge, and serving as a guide to the chapter. Fourth, the real-world case studies first focus on decision-makers, providing detailed and well-supported introductions. Their experiences, expertise, courage, and capabilities are portrayed as an integrated whole, vividly bringing them to life, making them excellent mentors and companions for young entrepreneurs. Fifth, each chapter includes real corporate decision-making advice, offering genuine insights and practical approaches that greatly benefit students in broadening their perspectives and honing their decision-making skills.
Target Audience: College students and corporate marketing decision-makers.