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For undergraduate Principles of Marketing courses.

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisi*** at leading companies everyday.

The new edition is updated to reflect new marketing strategies companies are using to reach today’s increasingly savvy c***umers.

Preface

PART 1 MAKIN***ARKETING VALUE DECISIONS

CHAPTER 1 WELCOME TO THE WORLD OF MARKETING: Createand Deliver Value

CHAPTER 2 STRATEGIC MARKET PLANNING: Capture the Big Picture

CHAPTER 3 THRIVING IN THE MARKETING ENVIRONMENT: The World Is Flat

PART 2 UNDERSTAND CONSUMERS’ VALUE NEEDS

CHAPTER 4 MARKETING RESEARCH: Gather, Analyze, and Use Information

CHAPTER 5 CONSUMER BEH***IOR: How and Why We Buy

CHAPTER 6 BUSINESS-TO-BUSINESS MARKETS: How and Why Organizati*** Buy

CHAPTER 7 SHARPENING THE FOCUS: Target Marketing Strategies and Cus-tomer Relati***hip Management

PART 3 CREATE THE VALUE PROPOSITION

CHAPTER 8 CREATE THE PRODUCT

CHAPTER 9 MANAGE THE PRODUCT

CHAPTER 10 SERVICES AND OTHER INTANGIBLES: Marketing the Product That Isn’t There

CHAPTER 11 PRICING THE PRODUCT

PART 4 COMMUNICATE THE VALUE PROPOSITION

CHAPTER 12 CA***H THE BUZZ: Promotional Strategy and Integrated Marketing Communication

CHAPTER 13 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS

CHAPTER 14 PERSONAL SELLING, SALES MANAGEMENT, AND DIRECT MARKETING

PART 5 DELIVER THE VALUE PROPOSITION

CHAPTER 15 DELIVER VALUE THROUGH SUPPLY CHAIN MANAGE-MENT: Channels of Distribution and Logistics

CHAPTER 16 RETAILING: Bricks and Clicks

Appendix A SAMPLE MARKETING PLAN: The S&S Smoothie Company

Appendix B MARKETIN***ATH

Notes

Glossary

P***o Credits

Index

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书籍介绍

For undergraduate Principles of Marketing courses. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisi*** at leading companies everyday. The new edition is updated to reflect new marketing strategies companies are using to reach today's increasingly savvy c***umers.

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