Marketing: Real People, Real Choices (5th Edition) - ISBN:013157910X

Marketing: Real People, Real Choices (5th Edition)

Date: 26 April 2011, 00:45

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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 every day.
So what makes this book unique?
It's not just what the authors say, it's also how they say it
You'll be encouraged to focus less on memorizing definitions and more on understanding the importance of marketing. The authors take you behind the scenes in every chapter and introduce you to real marketers and explore real choices they've made...
The book introduces marketing from a practical, real-world perspective. It fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner
This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value—for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition...
Real People, Real Choices vignettes introduce students to marketers at companies big and small. Vignettes ask students to consider three options the marketer had and then pick the best option.
•Real People, Real Choices vignettes unify each chapter and place the student in the marketing driver's seat.
•Students, faculty, and industry professionals from around the world weigh in on what featured marketers should do to solve their marketing dilemmas.
•Students find out the marketer's "real choice" at chapter's end.

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