Marketing Real People and Real Choices
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 start-up company. The extensive supplement package, including the Living Laboratory website, reinforces the experiential thrust of the text.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $93.33
Copyright year: 2000
Publisher: Prentice Hall PTR
Publication date: 8/10/1999
Size: 8.50" wide x 11.18" long x 1.06" tall
|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|
|Delivering The Product|
|Channel Management, Wholesaling, and Physical Distribution: Delivering the Product|
|Retailing and Electronic Commerce|
|Communicating About The Product|
|The Promotion Superhighway|
|Sales Promotion, Public Relations, and Personal Selling|
|Sample Marketing Plan|