For four-year and two-year undergraduate courses in principles of marketing, this text introduces marketing from a real-world, practical perspective. Case studies focus on companies where the answers are not clear-cut. Features include: online polling features; strategic planning; expanded coverage of online research practices; consumer relationship planning; marketing concepts such as database marketing, integrated marketing communications, social responsibility and ethical decision-making and e-commerce; and coverage of m-commerce.
For four-year and two-year undergraduate courses in principles of marketing, this text introduces marketing from a real-world, practical perspective. Case studies focus on companies where the answers are not clear-cut. Features include: online polling features; strategic planning; expanded coverage of online research practices; consumer relationship planning; marketing concepts such as database marketing, integrated marketing communications, social responsibility and ethical decision-making and e-commerce; and coverage of m-commerce.
I. MAKING MARKETING VALUE DECISIONS.
1. Virtual Value: Welcome to the World of Marketing.II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE.
5. Marketing Information and Research: Analyzing the Business Environment Offline and Online.III. CREATING THE VALUE OFFER.
9. Creating the Product.IV. COMMUNICATING THE VALUE OFFER.
14. Conversing with the Customer: Promotional Strategy, Interactive Marketing and Database Marketing.V. DELIVERING THE VALUE OFFER.
17. Value Chain Management: Channels of Distribution, Logistics and Wholesaling."A fun look at marketing principles...examples are current and
interesting, very relatable to students." – Trinity University
reviewer
"Appears to be more to the point than other marketing texts while
not leaving out important information." – Boston University
reviewer
"Students sometimes cannot easily make the connection between what
they learn in the classroom and how these concepts are applied in
businesses. The Real People/Real Choices storyline allows them to
glimpse into how these concepts are applied by people who make such
decisions everyday." – University of South Alabama reviewer
"I like the focus on real people and the short vignettes that
include students, professors, and professionals. Very nice. I
really like this [text's] approach. It's fun to see the advice
given and the ultimate solution to the problem." – Western Michigan
University reviewer
"The writing style draws students into the book. They don't find
themselves listing 6 steps for this and 7 steps for that. The CRM
discussion is the best of all textbooks we reviewed." – Macomb CC
reviewer
"It appears, dare I say, fun. It is very current and has examples
today's students can relate to." – Montgomery CC reviewer
"This is great!!! [Real People, Real Choices] is an excellent way
to frame the material. It incorporates real time, real life
examples of the concepts in the book." – Johnson & Wales
reviewer
"The tone of the book is a bit more conversational. Students would
like this text." – Mississippi State reviewer
"Great! [The RPRC approach] is very entertaining and an interesting
way to engage the reader." – Wichita State University reviewer
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