Marketing: Real People, Real Choices

No other book brings readers closer to doing real marketing. Readers experience real marketing three keys ways in the text: through Real People/Real Choices segments; entrepreneurial-focused Spotlight boxes; and end-of-part cases based on a real start-up company. The extensive supplement package including the "Living Laboratory" website, reinforces the experiential thrust of the book. New E-Commerce Student Supplement allows the reader to participate in the creating of a dot com. The author...