9780130213044

Marketing : Real People and Real Choices

by
  • ISBN13:

    9780130213044

  • ISBN10:

    0130213047

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 1/1/2000
  • Publisher: PRENTICE HALL
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Summary

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.

Table of Contents

Preface xx
Part I Making Marketing Decisions 1(120)
Welcome to the World of Marketing
1(26)
Strategic Planning: Making Choices in a Dynamic Environment
27(29)
Decision Making in the New Era of Marketing: Enriching the Marketing Environment
56(28)
Think Globally and Act Locally: Marketing in a Multinational Environment
84(37)
Part II Understanding and Identifying Markets 121(108)
Marketing Information and Research: Analyzing the Business Environment
121(25)
Why People Buy: Consumer Behavior
146(27)
Why Organizations Buy: Business-to-Business Markets
173(27)
Sharpening the Focus: Target Marketing Strategies
200(29)
Part III Creating and Managing a Product: Goods and Services 229(88)
Creating the Product
229(30)
Managing the Product
259(26)
Broadening the Product Focus: Marketing Intangibles and Services
285(32)
Part IV Assigning Value to the Product 317(62)
Pricing the Product
317(31)
Pricing Methods
348(31)
Part V Delivering the Product 379(64)
Channel Management, Wholesaling, and Physical Distribution: Delivering the Product
379(29)
Retailing and Electronic Commerce
408(35)
Part VI Communicating About the Product 443(82)
The Promotion Superhighway
443(28)
Advertising
471(25)
Sales Promotion, Public Relations, and Personal Selling
496(29)
Appendix A Sample Marketing Plan 525(8)
Appendix B Marketing Math 533(7)
Notes 540(11)
Glossary 551(14)
Credits 565(2)
Company/Name Index 567(4)
Subject Index 571

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