Marketing: Real People, Real Choices, 9th Edition

Book Description

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 , 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 -- 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
CHAPTER 10 Price: What Is the Value Proposition Worth?
CHAPTER 1O Supplement: Marketing Math

PART 4 Deliver and 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: Marketing, DirecVDatabase Marketing, Personal Selling, and Public Relations

Appendix A Marketing Plan: The S&S Smoothie
Appendix B Your Future in a Marketing Career

Book Details

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