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Marketing : Real People and Real Choices

ISBN: 9780130213044 | 0130213047
Edition: 2nd
Format: Hardcover
Publisher: PRENTICE HALL
Pub. Date: 1/1/2000

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No other book brings students closer to doing real marketing. Students experience real marketing three key ways in the text: through Real People/Real Choices segments, entrepreneurial-focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplement package, including the Living Laboratory website, reinforces the experiential thrust of the text.

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