Marketing Real People and Real Choices

ISBN-10: 0130213047
ISBN-13: 9780130213044
Edition: 2nd 2000
List price: $93.33
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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  More...

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Book details

List price: $93.33
Edition: 2nd
Copyright year: 2000
Publisher: Prentice Hall PTR
Publication date: 8/10/1999
Binding: Hardcover
Pages: 608
Size: 8.50" wide x 11.18" long x 1.06" tall
Weight: 3.168
Language: English

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.

Making Marketing Decisions
Welcome to the World of Marketing
Strategic Planning: Making Choices in a Dynamic Environment
Decision Making in the New Era of Marketing: Enriching the Marketing Environment
Think Globally and Act Locally: Marketing in a Multinational Environment
Understanding and Identifying Markets
Marketing Information and Research: Analyzing the Business Environment
Why People Buy: Consumer Behavior
Why Organizations Buy: Business-to-Business Markets
Sharpening the Focus: Target Marketing Strategies
Creating and Managing The Product: Goods and Services
Creating the Product
Managing the Product
Marketing Intangibles and Service
Assigning Value to The Product
Pricing the Product
Pricing Methods
Delivering The Product
Channel Management, Wholesaling, and Physical Distribution: Delivering the Product
Retailing and Electronic Commerce
Communicating About The Product
The Promotion Superhighway
Advertising
Sales Promotion, Public Relations, and Personal Selling
Sample Marketing Plan
Marketing Math
Glossary
Company
Name Index
Subject Index

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