Marketing : Real People, Real Choices
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.
- Hardback | 608 pages
- 208.28 x 279.4 x 30.48mm | 1,474.17g
- 06 Aug 1999
- Pearson Education (US)
- United States
- 2nd edition
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.