Marketing

Marketing : Real People, Real Choices

3.3 (78 ratings by Goodreads)
  • Hardback
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Description

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.show more

Product details

  • Hardback | 608 pages
  • 208.28 x 279.4 x 30.48mm | 1,474.17g
  • Pearson Education (US)
  • Upper Saddle River, United States
  • 2nd Revised US ed
  • 0130213047
  • 9780130213044

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. 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 Electronic Commerce. VI. COMMUNICATING ABOUT THE PRODUCT. 16. The Promotion Superhighway. 17. Advertising. 18. Sales Promotion, Public Relations, and Personal Selling. Appendix A: Sample Marketing Plan. Appendix B: Marketing Math. Glossary. Company/Name Index. Subject Index.show more

Rating details

78 ratings
3.3 out of 5 stars
5 19% (15)
4 24% (19)
3 33% (26)
2 14% (11)
1 9% (7)
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