Marketing: Real People, Real Choices, 7th Edition

Real people, real choices–give students a real feel for marketing.

 

Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace.

 

The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

 

Part 1: Make Marketing Value Decisions 

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value 

Chapter 2. Strategic Market Planning: Take the Big Picture 

Chapter 3. Thrive in the Marketing Environment: The World Is Flat 

Part 2: Understand Consumers’ Value Needs 

Chapter 4. Marketing Research: Gather, Analyze, and Use Information 

Chapter 5. Consumer Behavior: How and Why We Buy 

Chapter 6. Business-to-Business Markets: How and Why Organizations Buy

Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Part 3: Create the Value Proposition 

Chapter 8. Create the Product 

Chapter 9. Manage the Product 

Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There 

Chapter 11. Price the Product

Part 4: Communicate the Value Proposition 

Chapter 12. Old and New Media: From One to Many to Many to Many 

Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many

Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One 

Part 5: Deliver the Value Proposition 

Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics 

Chapter 16. Retailing: Bricks and Clicks 

 

Appendix A: Marketing Plan: The S&S Smoothie Company 

Appendix B: Marketing Math