Marketing : Real People, Real Choices

3.3 (78 ratings by Goodreads)
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For undergraduate courses in Principles of Marketing.Why do students love this book? This is the only book that makes marketing REAL to them by using real people-real marketers. Like most introductory books, all fundamental marketing concepts are covered with an emphasis on emerging topics, but this is the only book where students get up close and personal with real marketers. In each chapter, students learn marketing fundamentals plus explore a particular challenge that a real marketer has faced, see the choices available, find out what other marketers suggest, and discover the choice made-and the results of this choice. This is marketing on the front lines-from a personal, not a company, perspective. This is not a book that sees as its mission getting students to memorize key terms. It's a book that is conversational and lively, that helps students think like real marketers. The authors developed the Third Edition and its teaching resource package with extensive input and ideas from instructors, students, and marketing professionals from around the more

Product details

  • Hardback | 616 pages
  • 215.9 x 273.05 x 25.4mm | 1,338.09g
  • Pearson Education (US)
  • Pearson
  • United States
  • 3rd edition
  • glossary, indexes
  • 0130351342
  • 9780130351340
  • 2,035,808

Review quote

"A fun look at marketing principles...examples are current and interesting, very relatable to students." - Trinity University reviewer"Appears to be more to the point than other marketing texts while not leaving out important information." - Boston University reviewer"Students sometimes cannot easily make the connection between what they learn in the classroom and how these concepts are applied in businesses. The Real People/Real Choices storyline allows them to glimpse into how these concepts are applied by people who make such decisions everyday." - University of South Alabama reviewer"I like the focus on real people and the short vignettes that include students, professors, and professionals. Very nice. I really like this [text's] approach. It's fun to see the advice given and the ultimate solution to the problem." - Western Michigan University reviewer"The writing style draws students into the book. They don't find themselves listing 6 steps for this and 7 steps for that. The CRM discussion is the best of all textbooks we reviewed." - Macomb CC reviewer"It appears, dare I say, fun. It is very current and has examples today's students can relate to." - Montgomery CC reviewer"This is great!!! [Real People, Real Choices] is an excellent way to frame the material. It incorporates real time, real life examples of the concepts in the book." - Johnson & Wales reviewer"The tone of the book is a bit more conversational. Students would like this text." - Mississippi State reviewer"Great! [The RPRC approach] is very entertaining and an interesting way to engage the reader." - Wichita State University reviewershow more

Table of contents

I. MAKING MARKETING VALUE DECISIONS. 1. Virtual Value: Welcome to the World of Marketing. 2. Strategic Planning: Making Choices in a Wired World. 3. Decision Making in the New Era of Marketing: Ethics Quality and the Marketing Environment. 4. Think Globally and Act Locally: Marketing in a Multinational Environment. II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE. 5. Marketing Information and Research: Analyzing the Business Environment Offline and Online. 6. Why People Buy: Consumer Behavior and Peer-to-Peer E-Commerce. 7. Why Organizations Buy: Business-to-Business Markets and B2B E-Commerce. 8. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management. III. CREATING THE VALUE OFFER. 9. Creating the Product. 10. Managing the Product. 11. Marketing What Isn't There: Intangibles and Services. 12. Pricing the Product. 13. Pricing Methods. IV. COMMUNICATING THE VALUE OFFER. 14. Conversing with the Customer: Promotional Strategy, Interactive Marketing and Database Marketing. 15. Advertising, Direct Marketing and M-Commerce. 16. Public Relations, Sales Promotion and Personal Selling. V. DELIVERING THE VALUE OFFER. 17. Value Chain Management: Channels of Distribution, Logistics and Wholesaling. 18. Offline Retailing and B2C E-Commerce. Appendix A: A Sample Marketing Plan: Computer Friendly Stuff. Appendix B: Marketing Math. Glossary. Company/Name Index. Subject 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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