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Marketing : Real People and Real Choices
ISBN: 9780130213044 | 0130213047
Edition: 2ndFormat: 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.
| Preface | xx | ||||
| Part I Making Marketing Decisions | 1 | (120) | |||
| 1 | (26) | |||
| 27 | (29) | |||
| 56 | (28) | |||
| 84 | (37) | |||
| Part II Understanding and Identifying Markets | 121 | (108) | |||
| 121 | (25) | |||
| 146 | (27) | |||
| 173 | (27) | |||
| 200 | (29) | |||
| Part III Creating and Managing a Product: Goods and Services | 229 | (88) | |||
| 229 | (30) | |||
| 259 | (26) | |||
| 285 | (32) | |||
| Part IV Assigning Value to the Product | 317 | (62) | |||
| 317 | (31) | |||
| 348 | (31) | |||
| Part V Delivering the Product | 379 | (64) | |||
| 379 | (29) | |||
| 408 | (35) | |||
| Part VI Communicating About the Product | 443 | (82) | |||
| 443 | (28) | |||
| 471 | (25) | |||
| 496 | (29) | |||
| Appendix A Sample Marketing Plan | 525 | (8) | |||
| Appendix B Marketing Math | 533 | (7) | |||
| Notes | 540 | (11) | |||
| Glossary | 551 | (14) | |||
| Credits | 565 | (2) | |||
| Company/Name Index | 567 | (4) | |||
| Subject Index | 571 |
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