Marketing : Real People, Real Choices
ISBN: 9780132176842 | 013217684X
Edition: 7thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 2/1/2011
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For undergraduate Principles of Marketing courses. Marketing: 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.
Real people, real choices#x13;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 an... MORE
Real people, real choices#x13;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 an... MORE
Part 1: Make Marketing Value Decisions
Chapter 1. Welcome to the World of 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. Marke... MORE
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
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