9780136054214

Marketing : Real People, Real Choices

  • ISBN 13:

    9780136054214

  • ISBN 10:

    0136054218

  • Edition: 6th
  • Format: Paperback
  • Copyright: 01/01/2009
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating valuefor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.A five-part organization covers making marketing value decisions,identifying markets and understanding customers'needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.For individuals interested in a career in marketing.

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