Marketing: Real People, Real Choices, Student Value Edition

9780132177146: Marketing: Real People, Real Choices, Student Value Edition
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Real people, real choices-give students a real feel for marketing. "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. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today's new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

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From the Publisher:
Introduces marketing from a practical, real-world perspective. 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.
From the Back Cover:
Key Benefit: Introduces marketing from a practical, real-world perspective by fostering the development of decision-making skills through the presentation of the most important current trends in marketing. Key Topics: Provides a real-world emphasis and an anchor for the material presented in the book through the use of "Real People, Real Choices" segments in each chapter. These sections profile a marketing executive and an actual decision he or she had to make. Readers are given the options from which that executive had to choose and are encouraged to assume the role of the profiled executive by making a business decision. Principles of Marketing covers topics that are often given only cursory coverage in other books, including database marketing and integrated marketing; the marketing of "intangibles" such as politics, religion, and celebrities; and social responsibility and ethical decision- making. A conversational writing style and the use of humor make the book easy to read. Market: A valuable book for any business executive who needs to understand the latest trends in marketing.

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  • PublisherPrentice Hall
  • Publication date2011
  • ISBN 10 0132177145
  • ISBN 13 9780132177146
  • BindingLoose Leaf
  • Number of pages600
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Other Popular Editions of the Same Title

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