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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.
Table of Contents
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
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