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NOTEthe correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, and registrations are not transferable. To register for and use Pearson's MyLab & Mastering products, you may also need a Course ID, which your instructor will provide.Used books, rentals, and purchases made outside of PearsonIf purchasing or renting from companies other than Pearson, the access codes for Pearson's MyLab & Mastering products may not be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase. For undergraduate Principles of Marketing courses.This package includes MyMarketingLab (TM).Real People, Real ChoicesMarketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace.Fully integrated with MyMarketingLab, the Eighth Edition features a completely reorganized Table of Contents and chapter pedagogy divided in a four-part structure that emphasizes the value proposition and the process of creating and delivering value. This edition presents more information than ever on marketing research and analytics and students are guided through chapter content with new integrated study maps and assessments that help them actively learn and retain content.Personalize Learning with MyMarketingLab.MyMarketingLab is an online homework, tutorial, and assessment product designed to improve results by helping students quickly master concepts. Students benefit from self-paced tutorials that feature immediate wrong-answer feedback and hints that emulate the office-hour experience to help keep students on track. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.0133130592/9780133130591 Marketing: Real People, Real Choices Plus MyMartketingLab with Pearson eText -- Access Card Package, 8/ePackage consists of: 0132948931/9780132948937 Marketing: Real People, Real Choices, 8/e(0132952343/ 9780132952347 2014 MyMarketingLab with Pearson eText -- Instant Access -- for Marketing: Real People, Real Choices, 8/e
Contents
PART I. Understand the Value Proposition1. Welcome to the World of Marketing2. Global, Ethical and Sustainable Marketing3. Strategic Market PlanningPART II. Determine the Value Propositions Different Customers Want4. Basics of the Market Research Process5. Marketing Analytics: Welcome to the Era of Big Data!6. Understand Consumer and Business Markets7. Segmentation, Target Marketing and PositioningPART III. Develop the Value Proposition for the Customer8. Product I: Innovation and New Product Development9. Product II: Product Strategy, Branding, and Product Management10. Price: What is the Value Proposition Worth?PART IV. Deliver and Communicate the Value Proposition11. Deliver the Goods: Determine Distribution Strategy12. Deliver the Customer Experience: Bricks and Clicks13. Promotion I: Advertising, Sales Promotion, and Public Relations14. Promotion II: Social Media, Direct/Database Marketing, and Personal SellingAPPENDICESAPPENDIX 2. SAMPLE MARKETING PLAN
