Marketing: Real People, Real Choices (5th Edition)

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9780132299206: Marketing: Real People, Real Choices (5th Edition)

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value—for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.

A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.

For individuals interested in a career in marketing.

"synopsis" may belong to another edition of this title.

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:

So what makes this book unique?
It's not just what we say, it's also how we say it

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.

"About this title" may belong to another edition of this title.

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