Marketing : real people, real choices /
By: Solomon, Michael R.
Contributor(s): Marshall, Greg W | Stuart, Elnora W.
Publisher: Harlow, Essex, England : Pearson, 2015Edition: Global edition, 8th edition.Description: 569 pages : illustrations (coloured) ; 28 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781292097756 (paperback); 9781292097756; 1292097752 (paperback).Subject(s): Marketing -- Case studies | Marketing | Marketing -- ManagementDDC classification: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 SOL (Browse shelf(Opens below)) | 1 | Available | 0064562 |
Includes bibliographical references (pages 524-539) and index.
Preface -- Part 1 : understanding the value proposition -- Part 2 : determine the value propositions different customers want -- Part 3 : develop the value proposition for the customer -- Part 4 : deliver and communicate the value proposition -- Appendix A : marketing plan : the S & S Smoothie Company -- Appendix B : you, marketing and your career -- Notes -- Glossary -- Index.
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, Paralympics 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?