Marketing: Real People, Real Choices (with Free Marketing Updates Access Code Card) / Edition 4

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More About This Textbook


You'll be encouraged to focus less on memorizing definitions and more on understanding the importance of marketing. We'll take you behind the scenes in every chapter and introduce you to real marketers and explore real choices they've made. Students and instructors tell us time and again that no other book brings students closer to experiencing real marketing. We think you'll agree. The personal approach brings marketing to life.
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Product Details

  • ISBN-13: 9780131857810
  • Publisher: Prentice Hall
  • Publication date: 11/1/2002
  • Edition number: 4

Table of Contents

1. Virtual Value: Welcome to the World of Marketing.

2. Strategic Planning: Making Choices in a Wired World.

3. Decision Making in the New Era of Marketing: Ethics Quality and the Marketing Environment.

4. Think Globally and Act Locally: Marketing in a Multinational Environment.


5. Marketing Information and Research: Analyzing the Business Environment Offline and Online.

6. Why People Buy: Consumer Behavior and Peer-to-Peer E-Commerce.

7. Why Organizations Buy: Business-to-Business Markets and B2B E-Commerce.

8. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management.


9. Creating the Product.

10. Managing the Product.

11. Marketing What Isn't There: Intangibles and Services.

12. Pricing the Product.

13. Pricing Methods.


14. Conversing with the Customer: Promotional Strategy, InteractiveMarketing and Database Marketing.

15. Advertising, Direct Marketing and M-Commerce.

16. Public Relations, Sales Promotion and Personal Selling.


17. Value Chain Management: Channels of Distribution, Logistics and Wholesaling.

18. Offline Retailing and B2C E-Commerce.

Appendix A: A Sample Marketing Plan: Computer Friendly Stuff.

Appendix B: Marketing Math.


Company/Name Index.

Subject Index.

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