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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 decisions at leading companies everyday.

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

Preface

PART 1 MAKING MARKETING 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 BEHAVIOR: How and Why We Buy

CHAPTER 6 BUSINESS-TO-BUSINESS MARKETS: How and Why Organizations Buy

CHAPTER 7 SHARPENING THE FOCUS: Target Marketing Strategies and Cus-tomer Relationship 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 CATCH 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 MARKETING MATH

Notes

Glossary

Photo 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 decisions at leading companies everyday. The new edition is updated to reflect new marketing strategies companies are using to reach today's increasingly savvy consumers.

MyLab或是Mastering系列是在线作业系统。Access Code Card是在线作业系统的访问码，是老师和学生课堂之外网络互动及交流的平台，个人是无法使用这个平台的。请读者注意您购买的这个ISBN是不带Access Code Card的。