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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.
Table of Contents
Part I Making Marketing Decisions
Welcome to the World of Marketing
Strategic Planning: Making Choices in a Dynamic Environment
Decision Making in the New Era of Marketing: Enriching the Marketing Environment
Think Globally and Act Locally: Marketing in a Multinational Environment
Part II Understanding and Identifying Markets
Marketing Information and Research: Analyzing the Business Environment