Marketing : Real People, Real Decisions, Updated First Edition with CD-ROM, Canadian Edition

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Appropriate for four-year and two-year undergraduate courses in Principles of Marketing. No other book brings students closer to doing real marketing. Each chapter introduces a decision maker, describes the marketing decisions they faced in a small case study within the chapter, and then concludes with the decisions that were made. Within this framework the text explores such cutting-edge topics as e-commerce and the technological revolution, integrated marketing communications, and entrepreneurship. With the explosion of new marketing technologies today, students are as likely to end up working for small, new, dynamic firms as they are to be employed by the traditional big companies. The text therefore covers not only the Four Ps and other marketing basics, but also introduces students to the new era of social and environmental awareness, singling out companies that conduct business ethically and return value to society. The text also addresses such themes as the importance of building relationships with customers and developing a global more

Product details

  • Hardback | 608 pages
  • 212 x 278 x 26mm | 1,501.38g
  • Pearson Canada, Toronto
  • Prentice-Hall (Canada)
  • Scarborough, Canada
  • 0130460869
  • 9780130460868

Table of contents

I. MAKING MARKETING DECISIONS. 1. Welcome to the World of Marketing. 2. Strategic Planning: Making Choices in a Dynamic Environment. 3. Decision Making in the New Era of Marketing: Enriching the Marketing Environment. 4. Think Globally and Act Locally: Marketing in a Multinational Environment. II. UNDERSTANDING AND IDENTIFYING MARKETS. 5. Marketing Information and Research: Analyzing the Business Environment. 6. Why People Buy: Consumer Behavior. 7. Why Organizations Buy: Business-to-Business Markets. 8. Sharpening the Focus: Target Marketing Strategies. III. CREATING AND MANAGING THE PRODUCT: GOODS AND SERVICES. 9. Creating the Product. 10. Managing the Product. 11. Broadening the Product Focus: Marketing Intangibles and Service. IV. ASSIGNING VALUE TO THE PRODUCT. 12. Pricing the Product. 13. Pricing Methods. V. DELIVERING THE PRODUCT. 14. Channel Management, Wholesaling, and Physical Distribution: Delivering the Product. 15. Retailing and E-tailing. VI. COMMUNICATING ABOUT THE PRODUCT. 16. Integrated Marketing Communications and Relationship Management. 17. Advertising. 18. Sales Promotion, Public Relations, and Personal Selling. Appendix A: Sample Marketing Plan. Appendix B: Marketing Math. Glossary. Company/Name Index. Subject more

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78 ratings
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3 33% (26)
2 14% (11)
1 9% (7)
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