For undergraduate Principles of Marketing courses.
Real people making real choices
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps readers actively learn and retain chapter content, so they know what’s happening in the world of marketing today.
Also available with MyLab Marketing
MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
Marketing: Real People, Real Choices, 9th Edition is also available via Revel™, an interactive learning environment that enables students to read, practice, and study in one continuous experience.
Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.
If you would like to purchase both the physical text and MyLab Marketing, search for:
013463960X / 9780134639604 Marketing: Real People, Real Choices Plus MyLab Marketing with Pearson eText -- Access Card Package
Package consists of:
- 0134292669 / 9780134292663 Marketing: Real People, Real Choices
- 0134293185 / 9780134293189 MyLab Marketing with Pearson eText -- Access Card -- for Marketing: Real People, Real Choices
Table of Contents
PART 1 Understand the Value Proposition
CHAPTER 1 Welcome to the World of Marketing: Create and Deliver Value
CHAPTER 2 Global, Ethical, and Sustainable Marketing
CHAPTER 3 Strategic Market Planning
CHAPTER 3 Supplement: Build a Marketing Plan
PART 2 Determine the Value Propositions Different Customers Want
CHAPTER 4 Market Research
CHAPTER 5 Marketing Analytics: Welcome to the Era of Big Data!
CHAPTER 6 Understand Consumer and Business Markets
CHAPTER 7 Segmentation, Target Marketing, and Positioning
PART 3 Develop the Value Proposition for the Customer
CHAPTER 8 Product I: Innovation and New Product Development
CHAPTER 9 Product II: Product Strategy, Branding, and Product Management
CHAPTER 10 Price: What Is the Value Proposition Worth?
CHAPTER 1O Supplement: Marketing Math
PART 4 Deliver and Communicate the Value Proposition
CHAPTER 11 Deliver the Goods: Determine the Distribution Strategy
CHAPTER 12 Deliver the Customer Experience: Goods and Services via Bricks and Clicks
CHAPTER 13 Promotion I: Advertising and Sales Promotion
CHAPTER 14 Promotion II: Social Media Marketing, DirecVDatabase Marketing, Personal Selling, and Public Relations
Appendix A Marketing Plan: The S&S Smoothie Company
Appendix B Your Future in a Marketing Career