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Full Description
Real people, real choices--give students a real feel for marketing. Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.
Contents
Part 1of Marketing: Create and Deliver Value Chapter 2. Strategic Market Planning: Take the Big Picture Chapter 3. Thrive in the Marketing Environment: The World Is Flat Part 2: Understand Consumers' Value Needs Chapter 4. Marketing Research: Gather, Analyze, and Use Information Chapter 5. Consumer Behavior: How and Why We Buy Chapter 6. Business-to-Business Markets: How and Why Organizations Buy Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management Part 3: Create the Value Proposition Chapter 8. Create the Product Chapter 9. Manage the Product Chapter 10. Services and Other Intangibles: Marketing the Product That Isn't There Chapter 11. Price the Product Part 4: Communicate the Value Proposition Chapter 12. Old and New Media: From One to Many to Many to Many Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One Part 5: Deliver the Value Proposition Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics Chapter 16. Retailing: Bricks and Clicks Appendix A: Marketing Plan: The S&S Smoothie Company Appendix B: Marketing Math
